Eating the Big Fish by Adam Morgan.
A review by Duncan Brett
This book is a guide to how challenger brands can take on the big guys. This is not a book about research, but I was asked to review it for a client. It is a nod to the fact that not everyone can be or work for the market leader, even if the books are usually about them.
It calls for you to be focused, and distinct. You would need a good PR agent on your side and lots of innovative ideas.
While the book has a lot of good in it and can be quite inspirational and give some idea’s is good, most of the advice is easier said than done. It’s one thing to be a much talked about firm with a lighthouse identity, it is something else to become one.
Still it is good to have an idea of what you want to be…and the core message that if you can’t spend your way to fame, you will have to do something different to get noticed for the right reasons, is worth noting.