I put this presentation together whilst reading Adam Morgan's book 'Eating the Big Fish' for an AdSchool assessment. In it I give an overview of the 'Eight Credos' of Challenger Brands and provide some examples from both Australia and overseas. Eating the Big Fish is a great book and a must-have resource for any marketer or brand planner.
3. WHAT IS A MARKET LEADER?
• Size advantage
• „Increasing returns‟
• First, best or only in their category
• Highest brand loyalty & purchase frequency
• Highest brand awareness
CHALLENGER BRANDS
4. WHAT IS A CHALLENGER BRAND?
• They aren‟t the number one brand in their
market
• Ambitious beyond their means
• They are successfully challenging the market
leader
CHALLENGER BRANDS
8. “I‟ve had great fun turning quite a lot of industries on their head and making
sure those industries will never be the same again” – Sir Richard Branson
CHALLENGER BRANDS
9. THE 8 CREDOS
• Intelligent naivety
• Building a “lighthouse identity”
CHALLENGER BRANDS
13. THE 8 CREDOS
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•
•
•
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
CHALLENGER BRANDS
15. THE 8 CREDOS
•
•
•
•
•
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
Sacrifice
CHALLENGER BRANDS
16. “If you‟re not pissing off at least 50 percent of the people, you are not
trying hard enough” – Yvon Chouinard, CEO of Patagonia
CHALLENGER BRANDS
17. THE 8 CREDOS
•
•
•
•
•
•
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
Sacrifice
Overcommit
CHALLENGER BRANDS
19. THE 8 CREDOS
•
•
•
•
•
•
•
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
Sacrifice
Overcommit
Enter popular culture
CHALLENGER BRANDS
21. THE 8 CREDOS
•
•
•
•
•
•
•
•
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
Sacrifice
Overcommit
Enter popular culture
Be ideas-centred
CHALLENGER BRANDS
23. THE 8 CREDOS
Intelligent naivety
Building a “lighthouse identity”
Become the thought leader
Create a symbol of re-evaluation
Sacrifice
Overcommit
Enter popular culture
Be ideas-centred
CHALLENGER BRANDS
25. These strategies of Challenger Brands can be
applied to any brand with challenges
CHALLENGER BRANDS
26. INTERESTED?
• „Eating the Big Fish: How challenger brands
can compete against brand leaders‟ - Adam
Morgan. $21.04 on Amazon
• http://eatbigfish.com/
• Find this presentation on SlideShare at
www.slideshare.net/JohnBlaskett
CHALLENGER BRANDS