Eating the Big Fish : How Challenger Brands Can Compete Against Brand Leaders, is a must read.
This is a book for marketers (and everyone, in every business, is marketer, remember) that feels stuck or thinks their brand just plain sucks.
The book is chuck full of tangible examples and guidance that anyone can be inspired by and follow, provided he is willing to spend some time thinking through the isues and the available solutions.
Get it for the marketer in your life.
O.D.O.o.O.D.B.
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