Adam Morgan - Pirate Inside : Building a Challenger Brand Culture With

New Store Stock
About this Item

The item is a book Hardback
The Author Name is Adam Morgan
The Title is The Pirate Inside : Building a Challenger Brand Culture Within Yourself and Your Organization

Condition New

Other Comments
New Store Stock
Content Language - English
Category - BUSINESS & ECONOMICS / Sales & Selling / General


Product Description -
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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Location ID 245z

iHaveit SKU ID 1350117758

Unique Reference Number 2736129515