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Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders by Adam Morgan,

Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn’ t " try harder, " Avis boldly announced its #2 status to the world through advertising— name brand watch and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it’ s like to be the Big Fish. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, name brand watch and aggressive retailing practices, marketers of second- name brand watch and third-rank brands are struggling to survive in a business environment where they have fewer resources name brand watch and less control than ever before. But instead of watching— name brand watch and copying— every move the Big Fish makes, these " Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat name brand watch and competing effectively against the leader. Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental name brand watch and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, name brand watch and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years— new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines thereasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, name brand watch and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish.
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