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

By: Adam Morgan

Hardcover | 13 July 2004 | Edition Number 1

At a Glance

Hardcover


RRP $53.95

$39.75

26%OFF

or 4 interest-free payments of $9.94 with

 or 
In Stock and Aims to ship in 1-2 business days

When will this arrive by?

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. <i>The Pirate Inside</i> 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. <p> In line with this thinking, <i>The Pirate Inside</i> 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.
Industry Reviews
?? 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)  

More in Business & Management

The Next Conversation : Argue Less, Talk More - Jefferson Fisher

RRP $36.99

$24.50

34%
OFF
Principles : Life and Work - Ray Dalio

RRP $55.00

$39.90

27%
OFF
How to Win Friends and Influence People - Dale Carnegie

RRP $24.99

$19.95

20%
OFF
Sort Your Property Out : And Build Your Future - John Pidgeon
Organisational Behaviour : 10th Edition - Stephen Robbins

RRP $178.95

$140.80

21%
OFF
Communications Toolkit : 5th edition - Jane Grellier

RRP $84.95

$74.25

13%
OFF
The Barefoot Investor : Classic Edition, Revised and Updated - Scott Pape