October 19, 2007
Eating The Big Fish (by Adam Morgan)
Last summer I had the opportunity of listening to Adam Morgan speak about his concepts of challenger brands and lighthouse identity. He is an amazing thought-provoking presenter and his book "Eating The Big Fish - How Challenger Brands Can Compete Against Brand Leaders" is a wonderful read, especially for those who manage businesses in hyper-competitive environments. I ended up buying additional copies to members of our marketing team. Highly recommended.