Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Eating the Big Fish How Challenger Brands Can Compete Against Brand Leaders In Eating the Big Fish Adam Morgan offers hands on advice examples and useful information to the and brands looking to compete effectively with the top banana He defines the various types o

  • Title: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
  • Author: Adam Morgan
  • ISBN: 9780471242093
  • Page: 317
  • Format: Hardcover
  • In Eating the Big Fish, Adam Morgan offers hands on advice, examples, and useful information to the 2, 3, and 4 brands looking to compete effectively with the top banana He defines the various types of challenger brands and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.

    • Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders By Adam Morgan
      317 Adam Morgan
    • thumbnail Title: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders By Adam Morgan
      Posted by:Adam Morgan
      Published :2019-09-19T10:51:08+00:00


    About “Adam Morgan

    • Adam Morgan

      Adam Morgan Is a well-known author, some of his books are a fascination for readers like in the Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders book, this is one of the most wanted Adam Morgan author readers around the world.



    486 thoughts on “Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

    • I'm reading through the Top 10 recommended publicity and marketing books to see if there's any gems for use with civic projects. Many recommended this one as a guide to being an insurgent challenger to some established entity. There were some gems: focus on differences and dramatize them, triple down on what makes you special, be a "lighthouse" in the sense that you don't follow the market but rather be a consistent source of your founding spirit that attracts the market to you. However, unlike [...]


    • Morgan explains how "challenger brands can compete against brand leaders." What is a "challenger brand"? In his Preface, Morgan suggests that it is based on eight "credos": 1. Break with the immediate past 2. Build a lighthouse entity 3. Assume thought leadership of the category 4. Create symbols of reevaluation 5. Sacrifice 6. Overcommit 7. Use advertising and publicity as a high-leverage asset 8. Become ideas-centered rather than consumer-centered He discusses each in detail in Part II. Morgan [...]


    • Big fat book that states the obvious: what is your point of differentiation? What are you willing to sacrifice in order to become unique? Good concepts, pretty much basic marketing packaged in long words and a fat tome.


    • Really good book with profound ideas in how challenger brands approach the marketplace. It was a little dry to read at times, but a definite must read for any new brands and individuals that just want to be smarter marketers.


    • This is a strong description of how a company can find their niche and grow their share in a space that's already dominated by a big fish (existing market leader). There are a lot of examples of both good and bad strategies. But I was pleasantly surprised by the thought given to the overall framework and universal principles.If your business is a challenger in a space already dominated by another company, then this is a great book for you.


    • This book has some absolutely brilliant moments, however it is a bit of a challenging read due to some of the language / grammar used and also the length. It also does just keep going and is a bit repetitive near the end.Perhaps don't take this book as a straight read through but rather the chapters and focus you need whilst developing your strategic thinking.


    • Adam Morgan is one the earliest and best leaders in the concept of "challenger branding" that Loomis has adopted as our foundational philosophy. We are a challenger brand agency serving those clients who are outmanned and outspent by bigger competitors. Our job is to outthink those competitors and this book lays the foundation for that. Even if you're not a challenger brand agency, or in advertising, it's a fascinating read.


    • An appropriate textbook for marketing, no more, no less. Honestly, I expected a book on the level of "The Origin of Brands", but I was let down. Over the years, I have come to read many more books like this, but with more engaging writing styles. Hey, Mankiw teaches us that textbooks could be fun, too! Give this book a shot if you need to learn (quickly) about marketing, but it is not going to be a great ride.


    • Marketing book focusing on how the little fish can take market share away from bigger fish. I enjoyed the case studies in this book and passion in the reading. You have to be bold to eat the big fish but I think that Morgan makes are strong point for boldness and gives marketers many different ways to do it.A great book for marketers.


    • This is one of my favorite books about branding and marketing. The book covers some key concept about how smaller companies can beat the big companies. It pairs well with Blue Ocean Strategy.I loan the book out a lot to friends and students so I've had to buy it many times because I don't keep track!


    • When I set up an ad agency in 2001, this was one of two books I was told to read (the other was the Tipping Point). I'm glad I took the advice, it was brilliant and hugely encouraging. It's helpful to realise that the little guys aren't little because they aren't good, they're little because they haven't worked out how to be big yet.


    • Posits the thesis that challenger brands must approach strategy and tactics very differently than leader brands. Strong, actionable direction. Well done, though could use an update that refreshes the case studies.


    • Actually I'm reading the 2nd, updated version. It is particularly apropos to the major brand evaluation my company is undertaking right now and this book is really sparking a lot of new ways of thinking.


    • B-O-L-L-O-C-K-S. World champion contender in stating the bleeding obvious. Mr Morgan is a pretender & not a challenger.Save your time and spend it with someone you love or doing something you enjoy.Just don't read this.


    • Currently reading the 2nd edition which was updated in 2009 to include social media and the rise of Facebook as a case study.



    • Biggest takeaway: Figure out what nobody else is doing. Make that your point of differentiation, and promote the hell out of it.


    • Not My traditional read, but interesting all the same. My boss bought it for me for Christmas, and it's given me good insight into branding, and some ideas for the company I work for. Exciting times.



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