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Home » Business & Finance » The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
Adam Morgan - The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization - 9780470860823 - V9780470860823
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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization

€ 44.14
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Description for The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Hardcover. Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands. Num Pages: 348 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 234 x 159 x 24. Weight in Grams: 704.
Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way....
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Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can be managed by process alone. The Pirate Inside is different. It forwards the idea that brands are about people, and Challenger Brands are driven by a certain kind of person in a certain kind of way. Challenger Brands don't rely on CEOs or founders, but on the people within the organization whose personal qualities and approach to what they do make the difference between whether the brand turns to gold or falls to dust.

In line with this thinking, The Pirate Inside forwards two key questions: what does it take to be the driver or guardian of a successful Challenger Brand, and what are the demands made by this on character and corporate culture? Building on his answers, Adam Morgan then explores the critical issue of whether big, multi-brand companies can create Challenger micro-climates within their companies, and the benefits that they might achieve by doing so.

Product Details

Publisher
John Wiley & Sons Inc United Kingdom
Number of pages
348
Format
Hardback
Publication date
2004
Condition
New
Number of Pages
352
Place of Publication
New York, United States
ISBN
9780470860823
SKU
V9780470860823
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2

About Adam Morgan
Adam Morgan??is a leading world expert on Challenger brands: his first book,??Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages. Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of??Eating the Big Fish??and??The Pirate...
Read more
Adam Morgan??is a leading world expert on Challenger brands: his first book,??Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages. Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of??Eating the Big Fish??and??The Pirate Inside??to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo.??He can be contacted on??adam@eatbigfish.com. Adam lives on a plane somewhere over the Atlantic.

Reviews for The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
“… will appeal to anyone who bought Morgan’s last book, Eating the Big Fish, and is a natural follow-up…” (Publishing News, 19th March 2004) “An excellent read” (Marketer, September 2004) “…divides neatly into two sections…many examples and insights…” (Brand Strategy, November 2004) “…uses the analogy of being a pirate to demonstrate how challenger brands can be shaped by the people...
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“… will appeal to anyone who bought Morgan’s last book, Eating the Big Fish, and is a natural follow-up…” (Publishing News, 19th March 2004) “An excellent read” (Marketer, September 2004) “…divides neatly into two sections…many examples and insights…” (Brand Strategy, November 2004) “…uses the analogy of being a pirate to demonstrate how challenger brands can be shaped by the people behind them…” (Campaign, 10th December 2004)  "...fascinating book..." (Marketer, June 2006)  "... individuals who know a little about marketing would do well to learn how to use Morgan’s branding insights...." (Chicago Tribune, June 2006)  

Goodreads reviews for The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization


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