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

3.81 of 5 stars 3.81  ·  rating details  ·  210 ratings  ·  15 reviews
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.
Hardcover, 286 pages
Published January 27th 1999 by John Wiley & Sons (first published January 13th 1999)
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Manda
This review has been hidden because it contains spoilers. To view it, click here.
Meg Allwein
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.
Michael Tuggle
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.
Chi Pham
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.
Tim
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.
Chas Bayfield
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.
Mike Moyer
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!
Joey Chiang
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.
Michael
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.
Isaiah Fapuro
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.
Andy Mcilwain
Biggest takeaway: Figure out what nobody else is doing. Make that your point of differentiation, and promote the hell out of it.
Marlon Stephen
Currently reading the 2nd edition which was updated in 2009 to include social media and the rise of Facebook as a case study.
Adam Vanderveen
Dec 16, 2010 Adam Vanderveen is currently reading it  ·  review of another edition
I'm managing three challenger brands, so I'm loving the concepts in this book.
Hussain Al-essa
Nov 27, 2012 Hussain Al-essa is currently reading it  ·  review of another edition
I recommendation from a dear friend.
grumblemouse
starting it tonight!
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