Little Fish Eat Big Fish: Eight Rules to Defeat First-Brand Giants: Eight Rules to Defeat First-Brand Giants

Author: Adam Morgan
Publisher:
Publish Date: 2004-10-01
Features: There are many small fish in the market, swimming in groups around the brand leaders they yearn to surpass. Facing market conditions such as insufficient resources, declining influence, increasing competition from rivals, and consumer retreat, these second and third-tier brands are struggling to survive. To survive and engage in effective competition with market leaders, these "challenger" brands need a series of their own marketing rules—beyond observation and imitation—of the big fish's every move. The Little Fish Eat Big Fish is a book that defines these rules. The author analyzes 40 successful challenger brands over the past decade—brands that achieved rapid growth and a good reputation under limited resource conditions—and points out that challengers must adopt a different way of thinking to survive, offering practical advice and rich examples to help them learn how to break free from the shadow of the big fish. The core of this book is the eight rules of the challenger brand, which are winning principles proposed by the author after studying the common market dilemmas faced by challengers.