Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book) |
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Adam Morgan
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Pages: 304 (Hardcover)
ISBN: 0471242098
Pub: John Wiley & Sons
Pub date: 1999-02-12
Amazon.co.uk Sales Rank: 15028
Editorial 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
Reader Reviews:
Ahead of the pack (4/5 people found this helpful)
I don't think it's exaggerating to call this a classic. The thinking on challenger brands is engaging, sharp and smart: it is also littered with the sort of examples that really help bring the studies to life and are of enormous practical worth. Indispensable stuff.
Insightful! (0/0 people found this helpful)
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.
Insightful! (1/2 people found this helpful)
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.
Powerful advice, engagingly written (7/8 people found this helpful)
This is the definitive work for the challenger brand. Every number two or three brand is tempted to copy the strategy of the number one, only with less resources. Adam Morgan makes it clear that this is the wrong approach and he gives a step by step process on the right way to attack number ones, leveraging the freedom and flexibility that challengers have. As you read each chapter, you find yourself nodding at the good sense and practicality of the alternative approach.
It is recommended reading at this business school
An excellent journey up to the headwaters of Brand (5/9 people found this helpful)
This book is worth it for the ideas alone, but it has the added fascination of watching the wily Adam Morgan meticulously deploy his thinking - sobre, hype-free British prose with enough judicious US references and expressions to leaven the mixture and keep American readers on board.
Don't just fillet the thoughts, observe how the masterful tone and the calculated use of "we" (our company, our off-site etc.) establish velvety authority and irresistible complicity.
A tour de force
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Categories
Amazon.co.uk places this book into the following categories:
Books -> Subjects -> Business, Finance & Law -> Sales & Marketing -> Advertising
Books -> Subjects -> Business, Finance & Law -> Sales & Marketing -> Brands & Corporate Identity
Books -> Subjects -> Business, Finance & Law -> General
Books -> Subjects -> Society, Politics & Philosophy -> Social Sciences -> Social Issues -> Consumer Issues
Books -> Special Features -> Search Inside!
Books -> Refinements -> Language (feature_browse-bin) -> English
Books -> Refinements -> Age (feature_two_browse-bin)
Books -> Refinements -> Format (binding_browse-bin) -> Hardcover
Books -> Refinements -> Condition (condition-type)