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

Big fat book that states the obvious: what is your point of differentiation? What are you willing to sacrifice in order to become unique? Good concepts, pretty much basic marketing packaged in long words and a fat tome.......more

1. Market Leaders and the Uphill Battle: Scenario: In a world dominated by major franchises, new companies face a daunting challenge to be seen and heard. Insight: Established brand leaders enjoy higher profits, making it harder for challenger brands to compete financially. Example: Avis strategica......more

I appreciate how this group and book looks at the Challenger brand proposition. While many have wrote/hypothesized about what a challenger is, I think theirs is the most thoughtful, complete, thorough, and actionable, and it can be seen in this book. This is a great read to challenge your thoughts o......more

Peppande läsning!......more