Eating the Big Fish

"Combined effects of two benefits that high-share brands profit from relative to low-share brands."

"One of the most important shifts that has resulted from our point of view is the relationship that people are looking from in the media they use."

"How much of your marketing does your consumer really want to consume?"

"The only person who can define whether something is a brand is the buyer, not the seller."

"There is no point in imitating an aggressive brand that has failed, this is not challenge, merely arrogance or misguided ambition."

"Most Challengers have to deliberately attempt to compete either significantly upstream or significantly downstream of the Establishment brand."

"If a clear identity gives differentiation externally, it also gives self-belief internally?as long as that identity is founded on concrete product performance. "

"Rather, the Challenger needs to understand which conventions of representation, medium, or experience to break and which to observe."

"Challengers deploy icons and symbols specifically to promote reevaluation."

"Consumers increasingly feel all products are beginning to perform more or less the same?"

"We saw earlier that central to Challenger marketing is ceasing to think about marketing as strategy and execution and breaking our actions instead into the Challenger triad of Attitude-Strategy-Behavior."

"Most brand leaders are by definition change adverse."

"The sense by the consumer that this is the brand making and running in the category, that this is a brand to watch, is the basis of its future equity, the seeds, perhaps of a future return on investment that will outstrip today's."

"Consumer understanding in and of itself rarely creates dynamism within a company or for a brand."

"These are characteristics that cannot be taught: passion, raw talent, the ability to be a catalyst."

"Challenger thinking may have an important role even within companies who at face value appear to be comfortable brand leaders."