Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

Front Cover
John Wiley & Sons, Apr 3, 2009 - Business & Economics - 368 pages
2 Reviews
EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded

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.


What people are saying - Write a review

Review: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders

User Review  - Meg Allwein - Goodreads

Actually I'm reading the 2nd, updated version. It is particularly apropos to the major brand evaluation my company is undertaking right now and this book is really sparking a lot of new ways of thinking. Read full review


The Size and Nature of the Big Fish 1
The Consumer Isnt 13
What Is a Challenger Brand? 24
Using Communications
Become IdeaCentered
Applying the Challenger Program
The Scope of the Lighthouse Keeper
MindSet Culture and Risk
Risk Will and the Circle of Rope
References and Sources
Acknowledgments for the Second Edition

Other editions - View all

Common terms and phrases

About the author (2009)

ADAM MORGAN is a partner in eatbigfish (, an international brand and marketing consultancy specializing in Challenger brand strategy, behavior, and culture. Previously an executive with TBWA\Chiat\Day, one of the world's largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based.

Bibliographic information