Login

Morgan, Adam

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

Morgan, Adam - The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization, ebook

29,75€

Ebook, ePUB with Adobe DRM
ISBN: 9781119995616
DRM Restrictions

Printing104 pages with an additional page accrued every 7 hours, capped at 104 pages
Copy to clipboard17 excerpts

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.

Keywords: BUSINESS & ECONOMICS / Small Business BUS060000

Author(s)
Publisher
John Wiley and Sons, Inc.
Publication year
2004
Language
en
Edition
1
Page amount
348 pages
Category
Economy
Format
Ebook
eISBN (ePUB)
9781119995616
Printed ISBN
9780470860823

Similar titles