Eating The Big Fish by Adam Morgan
How Challenger Brands Can Compete Against Brand Leaders
An action-oriented guide for challenger brands to compete with market leaders by adopting a bold mindset, a distinctive lighthouse identity, and focused, high-intensity marketing. It outlines credos such as creating symbols of re-evaluation, making strategic sacrifices, leveraging PR and earned media, and reframing categories to generate disproportionate attention. The result is a framework for turning constraints into creativity, shifting perceptions, and achieving outsized growth against entrenched competitors.
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- Published
- 1999
- Nationality
- British
- Length
- Medium
- Pages
- 320-360
- Original Language
- English
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