books
Eating The Big Fish - Second Edition
Revised and Expanded - Published November 2008
A study of 50 Challenger Brands around the globe identifying the commonalities in their approach to brand development. The 8 Credos of Challenger brand thinking cover preparing the right mindset, strategy development, in market behaviour and maintaining success.
UK: pre-order from amazon.co.uk » US: pre-order from amazon.com »
The Pirate Inside
Building a Challenger Brand culture within yourself and your organization. Taking a look at what it takes to be a 'Constructive Pirate': the personal qualities and behaviours required of an individual to be a successful Challenger, and in particular one that is trying to create breakthrough in a large relatively conservative organisation.
UK: buy from amazon.co.uk » US: buy from amazon.com »
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