Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition

"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