Eating the Big Fish

Eating the Big Fish is on fire with ideas. Best in the marketplace. -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather In 1986, the Levi`s? Dockers? brand challenged the biggest fish in the men`s apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals. -Steve Goldstein, V.P. Marketing & Research, Levi`s Brand U.S.A. 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-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, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-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 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 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, and Sony Playstation), has examined in de Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.