by Adam Morgan
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Product Description
"Eating the Big Fish is on fire with ideas.
Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather
"In 1986, the Levi's® Dockers® brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A.
Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish.
There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader.
Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.
At the heart of the book are the Eight Credos of Challenger Brands -Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed -why staying #1 now means, in fact, thinking and behaving like a #2.
Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition.
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Average Customer Review:
0 of 0 people found the following review helpful:
Break your own balls, 2008-01-29
This book is about breaking through into a world where you don't accept number two status but you focus every element of your business into being the best of your own category.
Don't accept that this book is just for marketing executives, it should be read by everyone in business to comprehend how crucial it is to change your way of thinking. The entire book is summed up on page 264, where there is a clear four stage process outlined visually. The book is full of stories to illuminate Morgan's theories and outlines 'think tank' processes in order for your business no matter how big or small to 'break with your immediate past' and forge a new way of doing things.
Brilliant book that changed the way I approached business and marketing. I'd not have the drive and success without it.
0 of 0 people found the following review helpful:
fantastic read, 2006-07-21
This book did great things for my understanding of a challenger brands greatest strengths and strategies. Not to turn this into a forum, I have a few questions though: Does anyone know more about Adam Morgan? Did he work for TBWA? Any other agencies? What was his discipline? Any info would help.
2 of 2 people found the following review helpful:
one of the best marketing books available , 2005-08-31
I own (oooooh) probably between 80 and 100 books on marketing, some are obligatory read for my masters in marketing, some are handpicked in stores and on amazon and I stand by the title of my review. What can you take out from this book: YOU CAN compete with big brands, there are attitudes and ways of running your business that can knock down the goliath in your industry, and this book explains how, giving numerous examples from various industries. Only negative, if I can call it that, is author's writing style, which was rather hard for me, but then again, I am croatian, so it could be my english, not mr Morgan's :). A MUST!! have.
1 of 1 people found the following review helpful:
Demolish the 3-piece suits that stand in your way, 2005-08-09
I don't know how to explain the insightful ideas I have taken from this book.
I have read tens of books on branding and how to gain a competitive advantage, yet none were as ground breaking as "Eating the Big Fish".
While others will tell you "what" marketing approaches they used...this one explains the "why".
I got my copy almost free using a coupon from UnderTag.com
1 of 1 people found the following review helpful:
 Insightful!, 2004-06-09
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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