Summary:
The book introduces the concept of "Challenger Brands," which are companies that are not the market leaders but compete by disrupting the status quo and innovating in their marketing strategies. It provides a framework and principles for these brands to successfully challenge and gain market share from dominant competitors.
Key points:
1. Lighthouse Identity: Challenger brands need a strong, consistent identity to guide and attract customers.
Books similar to "Eating the Big Fish":
![](/books/61/61f9e3024a.jpg)
Disruptive Branding
Jacob Benbunan|Gabor Schreier|Benjamin Knapp
![](/books/da/da2613ec41.jpg)
Brand Elevation
Wolfgang Schaefer|JP Kuehlwein
![](/books/ad/ad44702b26.jpg)
The Edge
Allen P. Adamson
![](/books/1c/1cef19b5f1.jpg)
Becoming a Category of One
Joe Calloway
![](/books/b2/b2f447b2c1.jpg)
What Great Brands Do
Denise Lee Yohn
![](/books/4e/4ec2833c96.jpg)
Stickier Marketing
Grant Leboff
![](/books/64/648ffff8a5.jpg)
Renegade Marketing
Drew Neisser
![](/books/99/99cdd59857.jpg)
Visibility Marketing
David Avrin
![](/books/ab/ab139b237a.jpg)
Brand Relevance
David A. Aaker
![](/books/8a/8a65bd16d0.jpg)
How Brands Grow
Byron Sharp