Eating the Big Fish
How Challenger Brands Can Compete Against Brand Leaders
Ranked #49 in Branding, Ranked #87 in Advertising
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. less
Reviews and Recommendations
We've comprehensively compiled reviews of Eating the Big Fish from the world's leading experts.
Vinod Khosla Co-Founder/Sun MicrosystemBrand building for entrepreneurs trying to upset the incumbents. One of the few “how to” books I enjoyed. (Source)
Jeremy Miller Recommends this book
Steven Stokes One must-read book for such entrepreneurs that want to take their brand’s fledgling proposition, their drive, spirit, personalities and angst and cement it into a Challenger brand (such as Brewdog, Gymbox, Simba Mattresses or Lush), is Eating the Big Fish. At DUKE, we recognised the increasing indifference from consumers towards brands and most of their advertising. This gave us a springboard to be always radically fighting indifference, because we passionately believe that radical thinking and creative work is one of the best ways of truly transforming businesses. (Source)
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