Eating the Big Fish Quotes

“A Lighthouse brand is one that has a very clear sense of where it stands, and why it stands there. This sense of self is built on rock—a”
― Adam Morgan, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

“They have come across an aspect of product performance about a brand that is startlingly impressive: that a Land Rover is designed to be able to drive 4,000 miles continually off-road, for example; that the airline I flew in on this morning had a masseuse on the plane that gave me a neck massage when I woke up; or that an ice cream that was forced upon me last night contained preposterously large chunks of Toffee Chocolate Fudge.”
― Adam Morgan, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

“There is a story about Henry Ford that dramatizes the “just enough” philosophy nicely: Ford used to send his people out to scour the scrap heaps of America looking for old Ford engines. Dragging them back to Detroit, they would look for the parts that hadn’t worn out and then downgrade the specifications to save money.”
― Adam Morgan, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders