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":
Disruptive Branding
Jacob Benbunan|Gabor Schreier|Benjamin Knapp
Brand Elevation
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The Edge
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Becoming a Category of One
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What Great Brands Do
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Stickier Marketing
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Renegade Marketing
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Visibility Marketing
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Brand Relevance
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How Brands Grow
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