Book Summary: Eating the big fish: How challenger brands can compete brand leaders. - By Adam Morgan

Stage 1: Attitude and Preparation The First Credo: Break with Your Immediate Past Much of what has been written about brand management concentrates on consistency over time - recognizing your brand equities, and maintaining them through your marketing activities. This is in fact out-of-date thinking in the new marketing world. Challenger brands deliberately break with their own pasts (if they have one) - they intentionally reinvent key aspects of themselves in order to force rapid reappraisal …

…to see how close a business is to become a successful challenger. Not all credos can be implemented by every business, but he does warn of what he calls a "Paper Tiger". This is an organization that embraces one or two if the credos but fails to implement the others; it usually will prosper in the beginning but will eventually struggle in the later stages. Along with the guidelines, he also concludes with the realizati