"Eating the Big Fish is on fire with ideas. Best in the marketplace."
―Steve Hayden, Vice Chairman, Ogilvy Worldwide

"Adam Morgan's brand advice is among the most practical and useful there is. My team is responsible for helping drive the success of brands like Axe and Degree deodorant in the United States, and Eating the Big Fish has shaped our thinking, driven our teams to adopt 'Challenger' behavior, and helped us dramatically grow our market share."
―Kevin George, Vice President and General Manager, Unilever United States

"My bedtime reading when we were setting up innocent."
―Richard Reed, cofounder, innocent

"I devoured Adam's book and used his thinking to create method as a Challenger brand to take on the giants of the soap industry. To say we live his principles daily is an understatement. This book will give you the framework to run through the legs of Goliath―and create relentless growth."
―Eric Ryan, cofounder, method

"'Challenger' isn't a state of market, it's a state of mind. This way of thinking is as important and powerful for a hugely successful brand as it is for a start-up, and this book will show you why."
―Andy Berndt, Managing Director, Google Creative Lab

Updated and revised with additional chapters and thirty new examples of Challenger brands in action, the Second Edition of Eating the Big Fish reflects recent developments in the marketplace and media since the publication of the bestselling and influential first edition. Author Adam Morgan―who, with his company, has researched and worked with Challengers over the last decade―presents and analyzes the effective marketing tactics Challenger brands use to raise their profiles and take market share.

Morgan provides practical advice and plentiful, easy-to-follow examples to show how a Challenger brand can get noticed and steal customers from competitors with much bigger advertising and marketing budgets. He presents eight Challenger credos that stress bringing a fresh perspective to market, building a prominent and emotionally appealing identity, implementing a pervasive communication strategy, and focusing intently on ideas rather than consumers.

This new edition explores what needs to change and what needs to stay the same for Challenger brands in the shifting communications landscape of media, technology, and the Web. Most important, it affirms that Challenger brands are alive, well, and hungry. If you want to increase the profile and the profitability of your brand against bigger competitors, this book puts the big fish on your menu.