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portada the pirate inside,building a challenger brand culture within yourself and your organization
the pirate inside,building a challenger brand culture within yourself and your organizationthe pirate inside,building a challenger brand culture within yourself and your organizationthe pirate inside,building a challenger brand culture within yourself and your organizationthe pirate inside,building a challenger brand culture within yourself and your organization
Type
Physical Book
Author
Publisher
Language
English
Pages
336
Format
Hardcover
Dimensions
23.5x16.2x2.5 cm
Weight
0.64 kg.
ISBN
0470860820
ISBN13
9780470860823
Categories

the pirate inside,building a challenger brand culture within yourself and your organization

Adam Morgan (Author) · Wiley · Hardcover

the pirate inside,building a challenger brand culture within yourself and your organization - Morgan, Adam

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Synopsis "the pirate inside,building a challenger brand culture within yourself and your organization"

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.

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