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Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders

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Title: Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders
by Adam Morgan
ISBN: 0-471-24209-8
Publisher: John Wiley & Sons
Pub. Date: 13 January, 1999
Format: Hardcover
Volumes: 1
List Price(USD): $29.95
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Average Customer Rating: 4.83 (18 reviews)

Customer Reviews

Rating: 5
Summary: Just a plain statement
Comment: "Eating the Big Fish" is the best book I've ever read on marketing. It's encouraging for people that want the extra out of the ordinary. And I can tell, once you have presented the idea to clients it will work in favour for outstanding solutions.

Rating: 5
Summary: "Challenges" the conventional wisdom
Comment: I'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."

Rating: 4
Summary: Insightful!
Comment: 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.

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