At a Time of Unprecedented Business Adversity, Expanded International Bestseller Reveals Secrets of How Brands and Companies Successfully Do More With Less
Eating the Big Fish: How Challenger Brands can Compete Against Brand Leaders
2nd Edition by Adam Morgan, Founding Partner, eatbigfish
San Francisco, CA – February 25, 2009. The current, harsh economic climate will necessarily make Challengers of us all. Now more than ever before, brands need to fight to survive: to be just another second-rank brand is to put yourself into the mouth of the Big Fish and wait for its jaws to close.
The second edition of bestseller Eating the Big Fish, just released, clearly shows a well-defined process for brands to reverse the food chain and become successful challengers, carving out greater growth with less resource. These brands will be the survivors in this market.
Brands like method, Google, and innocent ate the big fish to ascend to the top of their categories. Even category leaders like Lexus and Axe (Unilever), have applied Eating the Big Fish methods to get to and stay at Number One. Staying Number One means thinking and behaving like a Number Two.
Ten years after Adam Morgan’s first edition, Eating the Big Fish, introduced the widely-regarded concept of Challenger brands, the revised and expanded, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, provides fresh examples and inspiration (over 25 new interviews and case histories) culled from Challenger brands around the world. Each chapter has been updated to reflect the new environment for marketers who must do more with less. New chapters reveal what it means to be in charge of a Challenger brand and introduce the “12 Types of Challengers” including in-depth profiles.
People associate Avis’ ‘We try harder’ with a classic challenger position, but Morgan shows it will take much more than additional effort and a little chutzpah.
Tools and exercises that marketers can immediately use and apply to their brands have also been added to the 2nd Edition.
Click here to download the full press release
Some of the brands you’ll read about or hear from in Eating the Big Fish, Second Edition:
Amazon,
American Apparel,
Apple,
Audi,
Avis,
Axe,
Banana Republic,
Burger King,
Cirque de Soleil,
CNN,
Dell,
Dove,
Dunkin’ Donuts,
Dyson,
eHarmony,
Eurostar,
Facebook,
42BELOW,
Google,
IKEA,
innocent,
Intel,
JetBlue,
Jones Soda,
KFC,
Kodak,
Lexus,
method,
MTV,
Nike,
Nintendo Wii,
Obama,
Patagonia,
Red Bull,
Reebok,
Samsung,
Starbucks,
Stonyfield Farms,
T-box,
Toyota,
Umpqua,
Unilever,
Virgin Atlantic,
VitaminWater,
YouTube,
Zipcar
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"Adam Morgan’s brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt ‘Challenger’ behavior, and helped us dramatically grow our market share."
Kevin George, Vice President and General Manager, Unilever United States
"I devoured Adam’s book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we lived his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath – and create relentless growth."
Eric Ryan, cofounder, method
"Eating the Big Fish is on fire with ideas. Best in the marketplace."
Steve Hayden, Vice Chairman, Ogilvy Worldwide
"‘Challenger’ isn’t a state of market, it’s a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start-up, and this book will show you why."
Andy Berndt, MD, Google Creative Lab
"My bedtime reading when we were setting up innocent"
Richard Reed, cofounder, innocent
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Click here to download an exclusive article on the twelve types of Challengers.
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Adam Morgan is the founding partner of eatbigfish, an international brand consultancy specializing in challenger behavior and strategy. His early career was spent in advertising in the UK and US where he became increasingly interested in the subject of challenger brands. In 1997 he established the Challenger Project, a research project into how challenger brands succeed across a variety of different categories.
This continually evolving study led to the publication of Eating The Big Fish: How Challenger Brands Can Compete against Brand Leaders, which has been translated into eight languages. Adam has worked with clients such as PepsiCo, Eurostar, Guardian Newspapers, Unilever, Channel 4 and Lexus running workshops to develop and maximize their position as challenger brands in their marketplace.
author q&a
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We think of the classic challenger as ‘David vs. Goliath. The updated version of Eating the Big Fish contains a new chapter that discusses how perhaps it is more useful to think of it as ‘St George vs. the Dragon’ – a monster that threatens the whole community. And in the socio-digital world mobilising our community against our monster has never been easier.
making monsters
click here to read more and download a PDF to make your brand's own monster
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Our new blog. Each month we take one idea and pass it back and forth around the team. Last month was all about monsters, this month were looking at 'breaking the plane', You can read our latest thinking here
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