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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
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.
Customer Reviews:
It's Not the Size of the Fish in the Fight....
By Robert Morris - October 31, 2001Morgan explains how "challenger brands can compete against brand leaders." What is a "challenger brand"? In his Preface, Morgan suggests that it is based on eight "credos":
1. Break with the immediate past
2. Build a lighthouse entity
3. Assume thought leadership of the category
4. Create symbols of reevaluation
5. Sacrifice
6. Overcommit
7. Use advertising and publicity as a high-leverage asset
8. Become ideas-centered rather than consumer-centered
He discusses each in detail in Part II.
Morgan's primary objective is to provide what he calls a "magnetic compass" for Small Fish which will enable them to compete successfully. Obviously, they face problems: certain markets have moved for the first time from maturity to overcapacity; as a result, there is not enough "food" to go around; and while turning their attention downward, the Big Fish have also turned outward...toward... read more
"Challenges" the conventional wisdom
By J. Ferry - September 15, 1999I'm telling all my clients about this book. If you agree with the following, you'll like it too. "..marketing is not a science but informed judgement...the cover of the book should offer a photograph of Herb Kelleher, dressed as his occasional business alter ego, Elvis Presley, with the title 'Does This Man Look Like a Scientist?'"Great exercises to get you thinking, no matter if your brand is a leader or an also ran. e.g."Grove" named for Andy Grove- "Fire ourselves- leave the building and come back in as an entirely new team. What's one thing you would stop doing and one thing you would do instead?" Morgan punches holes in conventional wisdom- mission statements, focus groups, etc. A favorite quote: "The key failure, then, for any company attempting to effect a gear change in its own performance is not the ability to define its intention, but the inability to translate intention into behavior."
Brilliant and entertaining
By Marque Pierre Sondergaard - June 27, 2000To 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.In that way a very interesting approach to marketing. That aside the insights presented here are brilliant and relevant. Also Morgan writes in a very enjoyable and lively style, which definitely makes the understanding and digestion easier.All in all an entertaining book about a field that should interest everybody involved in managing or marketing a business. Not bad at all!
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