• book

From the Publisher

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.

Topics: Branding, Advertising, Creativity, Inspirational, Consumerism, and Guides

Published: Wiley on
ISBN: 9780470527757
List price: $34.00
Read on Scribd mobile: iPhone, iPad and Android.
Availability for Eating the Big Fish by Adam Morgan
With a 30 day free trial you can read online for free
  1. This book can be read on up to 6 mobile devices.

Related Articles

Entrepreneur
2 min read

The 5 Branding Rules of Attraction

"Your brand is the magnet that draws consumers to your product or service," says Ken Carbone of Manhattan design and branding firm Carbone Smolan Agency. Here are five rules of attraction: 1. Understand the value of designing your brand identity. "Make it a priority and find money to invest in it right away," agency co-founder Leslie Smolan says. "So many people have a business idea, ask their cousin to design a logo and say, 'That's my brand.' It's a mistake. Your brand often is the most important thing beyond the product itself." 2. Know yourself. "Start with your company's identity," Smola
Ad Age
2 min read

This Fitness Chain Is Adding Muscle to Its Marketing With New AOR Zimmerman

Pure Barre is beefing up its previously gaunt marketing with the hire of its first agency-of-record. The 16-year-old fitness chain, which teaches a ballet barre-based workout, recently hired its first chief marketing officer and is planning a robust branding campaign as part of a business strategy to more than double its locations in the next four years. "The company has successfully grown to date without any real brand identity, any national or paid social campaignsjust word of mouth," said Scott Breault, who joined Pure Barre as CMO two months ago from a marketing stint at fitness competitor
Entrepreneur
2 min read
Entrepreneurship

It's Not You, It's Your Story: Why Branding Matters

How can I become a great brand? How can I make this brand sustainable? What will bring value to my brand? Just what is my story, and how do I tell it? And, my favorite question and the most important by far: What the hell is branding? Branding is more than a logo. It’s more than a website. It’s more than a business card. It’s more than the colors and typefaces you choose to represent your company. Your brand is your voice in the marketplace, and it is your proposition for disruption. It is your opportunity to create something with lasting impact. It is how you tell your story, and it is absolu