The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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.
"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)
1 $39.95 9780470860823 No volume discount available.
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