Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book). Este artículo no está disponible.Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book)

This work offers advice, examples and useful information for competing effectively with name brands. The author defines the various types of "challenger brands" and then discusses the brand and advertising strategies of the most famous and successful challenger brands of the last decade.

ADAM MORGAN is Joint European Planning Director of TBWA, one of the worlds largest advertising agencies, whose clients include Absolut, Taco Bell, Nissan, Energizer, and Apple. Most recently, as Planning Director, North America for TBWA Chiat/Day, he has worked on the launch or relaunch of Challengers in markets as diverse as airlines (Virgin Atlantic) and video games (Sony Playstation), across the United States, Europe, and Latin America. Founder of the Challenger Project, a continually evolving worldwide study of Challenger brands (of which Eating the Big Fish is the first output), he has lectured on Challengers to audiences as diverse as American advertising directors, Portuguese business graduates, and the Global Marketing Conference in London.