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SUMMARY.Eating The Big Fish How Challenger Brands Can Compete Against Brand Leaders By Adam Morgan


·         What’s in it for me? Make people sit up and take notice of your product and brand.

·         Market leaders are a force to be reckoned with, but emerging brands can still pose a challenge.

·         Challenger brands have to contend with increasingly skeptical, distracted and stressed-out consumers.

·         The boundaries between different products are blurring, thereby increasing competition.

·         The lack of experience common to many challenger brands allows them to ask essential questions.

·         Strong values and emotional relationships with customers are vital for challenger brands.

·         Habits tend to dictate consumption, but powerful symbols can change that.

·         Final summary

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