Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Second Edition) - Hardcover

Morgan, Adam

Hardcover

ISBN 10: 0470238275 ISBN 13: 9780470238271

Publisher: Wiley, 2009

Synopsis

Once upon a time, spirited David challenged the towering Goliath. Forty years ago, rental car company Avis challenged Hertz-the big fish in its industry-and won a larger, more profitable share of the market by "trying harder". Today, Challengers such as method, JetBlue, Nintendo Wii, and Linux successfully compete with much bigger brands in their markets by redefining in their favor the criteria consumers use to make choices. The leaders in any market are never in reality invulnerable; they just seem that way before a smart, focused, Challenger brand takes them on. Updated and revised with additional chapters and thirty new examples of Challenger brands in action, the Second Edition of Eating the Big Fish reflects recent developments in the marketplace and media since the publication of the bestselling and influential first edition. Author Adam Morgan-who, with his company, has researched and worked with Challengers over the last decade-presents and analyzes the effective...

About this title

Product Description:

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

Review:

The title of this book comes from an advert from Avis, the car rental firm, published at a time of planned growth. It positioned Avis as a small fish being chased by a bigger one--a bigger car hire firm. They had to stay ahead or be swallowed. Morgan calls Avis and others like them "Challenger Brands" or second-raters, and he examines 40 of them in this book. His aim is to identify their common marketing strands as they find themselves in an increasingly vulnerable position. By using the lessons revealed in the book, second-raters can develop strategies to consolidate and, if they want to (they don't always), compete with the leaders. The book is divided into three sections. The relatively short opening one outlines the challenges facing the second-raters, but the real meat is in the much larger section two where Morgan lays out his Eight Credos of Challenger Brands, their key marketing features. The third and final section, again short, is very practical. It shows how any company can use the Eight Credos as part of a two day practical exercise to start improving their own market position. With wide ranging examples from both the US and Europe, Morgan stresses time and again that you can learn from those outside your own market as well as those within it. He makes his points very well indeed, revealing that second-raters will have to operate very differently from market leaders if they are to survive. --Sandra Vogel

About this edition

• Publisher: Wiley
• Publication date: 2009
• ISBN 10: 0470238275
• ISBN 13: 9780470238271
• Binding: Hardcover
• Edition number: 2
• Number of pages: 368