The pirate inside : building a challenger brand culture within yourself and your organization / Adam Morgan.
"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 perso...
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| Format: | Book |
| Language: | English |
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Chichester, West Sussex ; Hoboken, N.J. :
John Wiley & Sons,
[2004]
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| Summary: | "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."--Publisher description. |
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| Physical Description: | xii, 336 pages : illustrations ; 24 cm |
| Bibliography: | Includes bibliographical references (pages 324-329) and index. |
| ISBN: | 0470860820 9780470860823 |