About the book
Brands in second, third or fourth place need their own marketing rules instead of copying every move of the market leader, Adam Morgan argues. He calls them Challengers and offers a mental and strategic framework for aggressive growth against the Big Fish. Avis, which turned its number two position into an advertising message, is among the examples. Morgan, Joint European Planning Director of the agency TBWA, based the work on a detailed study of forty successful Challenger brands. A revised second edition added more than 25 new interviews and case histories, two new chapters, a typology of twelve kinds of Challenger and new exercises.
Vinod Khosla put it on his 2017 book recommendations as a brand-building guide for entrepreneurs taking on incumbents, and one of the few how-to books he enjoyed.
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This book has 2 recommendations
Steven Stokes (CSO/DUKE)
One must-read book for such entrepreneurs that want to take their brand’s fledgling proposition, their drive, spirit, personalities and angst and cement it into a Challenger brand (such as Brewdog, Gymbox, Simba Mattresses or Lush), is Eating the Big Fish. At DUKE, we recognised the increasing indifference from consumers towards brands and most of their advertising. This gave us a springboard to be always radically fighting indifference, because we passionately believe that radical thinking and creative work is one of the best ways of truly transforming businesses.
Vinod Khosla (Co-Founder/Sun Microsystem)
Brand building for entrepreneurs trying to upset the incumbents. One of the few “how to” books I enjoyed.
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