Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders

Rating:
Summary: A must for daring minds dealing with brands.
Review: With an easy and smart prose, Adam Morgan is quite loyal to one of the Eight Credos of Challenger Brands: sacrifice. He did skip all the typical marketing and advertising blah, blah, to make his point about the meaning and vision of outstanding brands that are not #1, and how they can become even more interesting and appealing to consumers through a challenging way of thinking and acting. The Challenger Program is worth trying!