Summary of Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
Why being second best is good news: how to use the Challenger mentality to stay in fighting condition in your market.
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.
In this summary, you will learn
- How to take advantage of being the number two brand in your category
- How to apply the eight credos of "Challenger" brands
- How to plan and follow a Challenger marketing strategy
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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