This is Eating the Big Fish summary – a great book about how to build brands from an underdog position.I would go as far as saying that this book is the bible of challenger brands. You shouldn´t build brands without having read Eating the Big Fish first.
What is Eating the Big Fish Summary?
This is my underlinings from the book Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders. Eating the Big Fish Summary does not include part three of the book since it´s more of a guide and therefore is easier to follow directly in the book.
It consists of 22 pages and should be seen as a complement to the book – not a substitute. I really like Adam Morgans book but it was much more work than usually making a summary of it since it is so uber-packed with useful stuff. I hope you like it too. You should absolutely check out Adam Morgan´s great website if you´re in to challenger brands.
It is full of useful content for strategists and brand builders. Also, check out the wonderful challenger brand in the video below. The company´s name is Patchwork and rose out of the founders want to have a honeymoon trip instead of pieces of crap when they got married.
Download Eating the Big Fish summary
Description of Eating the Big Fish Summary from Amazon
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.