Eating The Big Fish: How challenger brands can compete against brand leaders
By Adam Morgan
Adam provides practical advice and plentiful easy-to-follow examples to show how a challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers.
“My bedtime reading when we were setting up Innocent”
“This book will give you the framework to run through the legs of Goliath — and create relentless growth”
More eatbigfish books…
A Beautiful Constraint: How To Transform Your Limitations Into Advantages
The Pirate Inside: Building a challenger brand culture within yourself and your organisation