Eating The Big Fish: Summary Review
This is a summary review of Eating The Big Fish containing key details about the book.
What is Eating The Big Fish About?
"Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders" is a book written by Adam Morgan. It was first published in 1999 and it is considered a marketing classic. The book explains how challenger brands can take on established market leaders by focusing on their own unique strengths, rather than trying to compete on the leaders' terms.
Adam Morgan provide a framework called the "ladder of differentiation" which helps challenger brands to identify their unique selling proposition and communicate that effectively to customers. The book also covers topics such as innovation, positioning, and brand-building, and includes case studies of successful challenger brands in various industries. The book provides a useful perspective for companies looking to differentiate themselves in a crowded marketplace and make a name for themselves.
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.
Summary Points & Takeaways from Eating The Big Fish
Some key summary points and takeaways from the book includes:
* The book argues that smaller companies can successfully compete against larger brands by being more innovative, responsive, and agile.
* It encourages companies to focus on their unique strengths and to differentiate themselves from larger competitors.
* The book provides examples of how smaller companies have successfully challenged larger brands in various industries.
* It encourages companies to challenge the status quo and question the assumptions that underlie their industry.
* The book also covers the importance of creating a strong brand image and building a loyal customer base.
* It encourages companies to take risks and to be willing to experiment with new strategies and tactics.
* The book also provides guidance for how to measure the success of a challenge brand strategy and how to adapt it as necessary.
* Finally, the book emphasizes that the most successful challenger brands are those that are able to create a strong emotional connection with their customers.
Who is the author of Eating The Big Fish?
Adam Morgan is an author, award-winning screenwriter, book critic and adjunct writing professor in Charlotte. He has a master of fine arts degree in creative writing, and has taught as an adjunct professor of English at Montreat College and the University of North Carolina, Charlotte.
Book Details
- Print length: 304 pages
- Genre: Business, Nonfiction, Leadership
Eating The Big Fish Chapters
Chapter 1 :The Size and Nature of the Big Fish
Chapter 2:The Consumer Isn’t
Chapter 3:What is a Challenger Brand?
Chapter 4:The First Credo: Intelligent Naivety
Chapter 5:Monsters and Other Challenges: Gaining Clarity on the Center
Chapter 6:The Second Credo: Build a Lighthouse Identity
Chapter 7:The Third Credo: Take Thought Leadership of the Category
Chapter 8:The Fourth Credo: Create Symbols of Re-evaluation
Chapter 9:The Fifth Credo: Sacrifice
Chapter 10:The Sixth Credo: Overcommit
Chapter 11:The Seventh Credo: Using Communications and Publicity to Enter Social Culture
Chapter 12:The Eighth Credo: Become Idea-Centered, Not Consumer-Centered
Chapter 13:Writing the Challenger Program: The Two-Day Off-Site
Chapter 14:The Scope of the Lighthouse Keeper
Chapter 15:Challenger as a State of Mind: Staying Number One Means Thinking Like a Number Two
Chapter 16:Risk, Will, and the Circle of Rope
What is a good quote from Eating The Big Fish?
Top Quote: “A Lighthouse brand is one that has a very clear sense of where it stands, and why it stands there." (Meaning) - Eating The Big Fish Quotes, Adam Morgan
What do critics say?
Here's what one of the prominent reviewers had to say about the book: "Always find your brands in the slipstream of the market leaders? Well this could be the book for you." — The Drum, October 17th 2008
* The editor of this summary review made every effort to maintain information accuracy, including any published quotes, chapters, or takeaways. If you're interested in furthering your personal growth, you may want to explore my list of favorite self-improvement books. These books, which have had a significant impact on my life, are carefully curated and come with summaries and key lessons.
Chief Editor
Tal Gur is an author, founder, and impact-driven entrepreneur at heart. After trading his daily grind for a life of his own daring design, he spent a decade pursuing 100 major life goals around the globe. His journey and most recent book, The Art of Fully Living, has led him to found Elevate Society.
