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

Adam Morgan (Author)
4.8 out of 5 stars  See all reviews (19 customer reviews)
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Book Description

Publication Date: Feb 17 2009
EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead.

It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

Frequently Bought Together

Customers buy this book with The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization by Adam Morgan Hardcover CDN$ 30.23

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders + The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
Price For Both: CDN$ 55.94

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Review

"Eating the Big Fish is a lucid, well organized and well executed analysis of successful Challenger strategies...Highly recommended." (TheBookBag.co.uk, April 23rd 2009) ‘…a must read for anyone in marketing.' (Admap, January 2011).

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4.8 out of 5 stars
19 reviews
4.8 out of 5 stars
Most helpful customer reviews
4.0 out of 5 stars Insightful! Jun 9 2004
By Rolf Dobelli
Format:Hardcover
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
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4.0 out of 5 stars Insightful! Oct 14 2003
By Rolf Dobelli
Format:Hardcover
Author Adam Morgan went hunting for the second most successful brands. He sought commonalities among them to develop guidelines for those who are challenging the number one brands in their fields. In other words, if you are coming into the battle in the number two slot, here's your strategy for winning the marketing wars. Morgan is very adept at breaking things down into precise action steps. Witty and engaging, he offers a detailed analysis of the current consumer attitude about brands plus strategies you can use to market your second or third rank brand. We recommend this compilation of competitive ideas to those who want to boost their "Challenger" brands.
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5.0 out of 5 stars One of the best Feb 13 2003
By A Customer
Format:Hardcover
This is one of the best books on insight in marketing today. A lot of others tell you "what" unique marketing/advertising approaches they did...this one explains "why".
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Most recent customer reviews
5.0 out of 5 stars A must for daring minds dealing with brands.
With an easy and smart prose, Adam Morgan is quite loyal to one of the Eight Credos of Challenger Brands: sacrifice. Read more
Published on Nov 8 2002 by Mariana Betancourt
5.0 out of 5 stars The nr.1 book on branding with passion
If you are only going to read one book on branding this is definitely it. Extremely well-written, witty and with lots of insight, this book takes a much more passionate approach to... Read more
Published on Dec 7 2001
5.0 out of 5 stars It's Not the Size of the Fish in the Fight....
Morgan explains how "challenger brands can compete against brand leaders." What is a "challenger brand"? Read more
Published on Oct 31 2001 by Robert Morris
4.0 out of 5 stars excellent
An excellent study for anyone working with a #2 or lower brand (and that's most people). It is certain to provoke thought and discussion. Read more
Published on Oct 11 2001
5.0 out of 5 stars Powerful advice, engagingly written
This is the definitive work for the challenger brand. Every number two or three brand is tempted to copy the strategy of the number one, only with less resources. Read more
Published on Oct 1 2001 by "tonycram"
5.0 out of 5 stars Great food for thought
It is a must read for any marketeer and advertising professional.
Published on Sep 9 2001 by Riad J. Chehab
5.0 out of 5 stars Fantastic
Well written examination of how to overcome the challenges facing smaller brands. Brand leaders, new brands and all in between can learn a lot from this read.
Published on July 24 2001
5.0 out of 5 stars An excellent journey up to the headwaters of Brand
This book is worth it for the ideas alone, but it has the added fascination of watching the wily Adam Morgan meticulously deploy his thinking - sobre, hype-free British prose with... Read more
Published on Jan 16 2001 by Mr. Stuart Robert Harris
5.0 out of 5 stars Brilliant and entertaining
To my knowledge the first book/research study that doesn't fail into the common trap of synthesizing the marketing secrets of the cathegory leaders, that 99% of us are not. Read more
Published on Jun 27 2000 by Marque Pierre Sondergaard
5.0 out of 5 stars Great book, but skim the latter chapters
I am new to marketing and I wanted a good book on marketing. This one delivers, particularly for challenger brands something that is becomming more apparent in eCommerce. Read more
Published on Mar 16 2000 by "mpmcdonald"
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