EATING THE BIG FISH
The one-sentence summary:
Ignore what you have done before, decide on something distinctive to do, and do that one thing with full commitment.
WHAT THE BOOK SAYS
The book contains eight credos:
- Break with your immediate past (forget everything you know and think again)
- Build a lighthouse identity (state what you are – don’t reflect consumers)
- Assume thought leadership of category (the one everyone talks about)
- Create symbols of re-evaluation (do the unexpected)
- 5. Sacrifice (work out what you are not going to do)
- Overcommitment (Karate experts aim two feet below the brick to break it)
- Use advertising/publicity to enter popular culture
- Become ideas-centred, not consumer-centred (constantly re-invent)
ELEMENTS OF THE BOOK I PARTICULARLY LIKE
- Most marketing books are written about brand leaders, but most marketing people don’t work on brand leaders.
- These challenger brands need to behave differently if they are to compete with brand leaders – effectively doing more with less.
- It concentrates on practical things that most brands can do.
- It can help small, under-resourced marketing teams to mobilise big ideas.
- Brand leaders can benefit from thinking like a challenger to stay number one.