Summary of Eating the Big Fish

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Eating the Big Fish book summary


7 Overall

7 Applicability

7 Innovation

8 Style


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. 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; and
  • 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.



Beating the Big Brands
Given the rapid development of e-business, the power of a brand is even more important now than ever. Changes in the world of marketing add to the challenge. As markets mature, they change and companies must change with them.

In one major shift, product...

Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category