Sonny Preyer, Vol. 2 (A Fairy Tale of a Different Kind)
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Rise of Darkness Guild
The Illumenae came about because some wise souls believed that those who cherish peace should not have to suffer those who relish war. They are individuals bred for one purpose, to renew the Promise that gives peace to the people of the Realm. It is a genetic promise, kept through propagation. And Sonny does not yet know that he is one of them.
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At Eighteen, Sonny doesn't want to remember who he is or the promise he made before his birth. He will die before he admits to being the source that ended all wars, all starvation, and all strife.
In the guise of a troubled teenage boy, convincing to himself and the world around him, he has run from this truth all his life. But his body is a constant reminder, his aversion to intimacy a persistent defense, and everyone he knows is a conspirator to the lie that keeps him safe.
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In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals. Years ago, Avis was a little fish in the car rental industry.
Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its 2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being 2, 3, or even 4, than can claim they know what it's like to be the Big Fish.
There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass.
Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.
Eating the Big Fish is the first book that sets out to define those rules.
Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation , has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth and fame with limited marketing resources.
He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.