Location: Home > Business, Finance & Law > Management > Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition)

Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition)

enlarge

Author: Adam Morgan
Publisher: John Wiley & Sons
Category: Book

List Price: ~~Ł15.99~~
Buy New: Ł10.39
You Save: Ł5.60 (35%)

Rating: 4.5 out of 5 stars

7 reviews
Sales Rank: 361110

Media: Hardcover
Edition: 2nd Edition
Number Of Items: 1
Pages: 304
Shipping Weight (lbs): 1.7

ISBN: 0470238275
Dewey Decimal Number: 658.827
EAN: 9780470238271
ASIN: 0470238275

Publication Date: November 19, 2008 (In 90 Days)
Shipping: Eligible for Super Saver Shipping
Availability: Not yet published

Also Available In:

•	Hardcover - Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)

Similar Items:

•	The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organizations
•	Truth, Lies, and Advertising: The Art of Account Planning (Adweek Magazine Series)
•	The Brand Innovation Manifesto - How to Build Brands, Redefine Markets and Defy Conventions
•	The New Marketing Manifesto: The 12 Rules for Building Successful Brands in the 21st Century (Business Essentials)
•	Positioning: The Battle for Your Mind

Editorial Reviews:

Amazon.co.uk Review
The title of this book comes from an advert from Avis, the car rental firm, published at a time of planned growth. It positioned Avis as a small fish being chased by a bigger one--a bigger car hire firm. They had to stay ahead or be swallowed. Morgan calls Avis and others like them "Challenger Brands" or second-raters, and he examines 40 of them in this book. His aim is to identify their common marketing strands as they find themselves in an increasingly vulnerable position. By using the lessons revealed in the book, second-raters can develop strategies to consolidate and, if they want to (they don't always), compete with the leaders. The book is divided into three sections. The relatively short opening one outlines the challenges facing the second-raters, but the real meat is in the much larger section two where Morgan lays out his Eight Credos of Challenger Brands, their key marketing features. The third and final section, again short, is very practical. It shows how any company can use the Eight Credos as part of a two day practical exercise to start improving their own market position. With wide ranging examples from both the US and Europe, Morgan stresses time and again that you can learn from those outside your own market as well as those within it. He makes his points very well indeed, revealing that second-raters will have to operate very differently from market leaders if they are to survive. --Sandra Vogel

Customer Reviews: Read 2 more reviews...

5 out of 5 stars

Ahead of the pack July 15, 2004
4 out of 5 found this review helpful

I don't think it's exaggerating to call this a classic. The thinking on challenger brands is engaging, sharp and smart: it is also littered with the sort of examples that really help bring the studies to life and are of enormous practical worth. Indispensable stuff.

4 out of 5 stars

Insightful! June 9, 2004
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.

4 out of 5 stars

Insightful! October 15, 2003
1 out of 2 found this review helpful

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.

5 out of 5 stars

Powerful advice, engagingly written October 1, 2001
7 out of 8 found this review helpful

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. Adam Morgan makes it clear that this is the wrong approach and he gives a step by step process on the right way to attack number ones, leveraging the freedom and flexibility that challengers have. As you read each chapter, you find yourself nodding at the good sense and practicality of the alternative approach.
It is recommended reading at this business school

5 out of 5 stars

An excellent journey up to the headwaters of Brand August 17, 2000
5 out of 9 found this review helpful

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 enough judicious US references and expressions to leaven the mixture and keep American readers on board.

Don't just fillet the thoughts, observe how the masterful tone and the calculated use of "we" (our company, our off-site etc.) establish velvety authority and irresistible complicity.

A tour de force