#BookSummary
#EatingTheBigFish #AdamMorgan
1. Emerging brands can still pose a challenge.
2. Challenger brands have to contend with increasingly skeptical, distracted consumers.
3. The boundaries between different products are blurring
4. The lack of experience common to many challenger brands allows them to ask essential questions.
5. Strong values and emotional relationships with customers vital for challenger brands.
6. Habits tend to dictate consumption. Powerful symbols can change that.