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Eating the Big Fish
Book

Eating the Big Fish

How Challenger Brands Can Compete Against Brand Leaders

Wiley, 1999 mais...

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Editorial Rating

7

Recommendation

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. getAbstract.com recommends this compilation of competitive ideas to those who want to boost their "Challenger" brands.

Take-Aways

  • Products in the same category compete for the same pool of customers.
  • This means that market leaders must pursue buyers aggressively.
  • Second-rank firms cannot win by copying first-rank firms. They need new and better ways to grow.

About the Author

Adam Morgan is Joint European Planning Director of the TBWA advertising agency and former Planning Director, North America, for Chiat/Day. As founder of the Challenger Project, an international study of Challenger Brands, he lectures widely on this subject.


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