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The Pirate Inside
Building a Challenger Brand Culture Within Yourself and Your Organization
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The Pirate Inside
$6199
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This book may appeal to you if you’re intrigued by how businesses can thrive by embracing a rebellious, entrepreneurial spirit. You'll enjoy exploring how companies can differentiate themselves by thinking like a pirate, challenging conventional norms to foster innovation and competitiveness. It's an insightful read for those interested in branding and business strategy with a creative twist.
Adam Morgan follows bestseller 'Eating the Big Fish' with a close up of the kind of person it takes to challenge established brands.
Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
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 organisation 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.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
The Pirate Inside by Adam Morgan is a compelling read that serves as a natural follow-up to his previous work, Eating the Big Fish. Reviewers describe it as divided into two informative sections filled with numerous examples and insights. Using the pirate analogy, the book explores how challenger brands can be energised by their teams, appealing to both marketing novices and those seeking deeper branding strategies.
Book Details
INFORMATION
ISBN: 9780470860823
Publisher: John Wiley & Sons Inc
Format: Hardback
Date Published: 13 July 2004
Country: United States
Imprint: John Wiley & Sons Inc
Audience: Professional and scholarly
DIMENSIONS
Spine width: 33.0mm
Width: 164.0mm
Height: 231.0mm
Weight: 709g
Pages: 352
About the Author
Adam Morgan??is a leading world expert on Challenger brands: his first book,??Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages.
Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of??Eating the Big Fish??and??The Pirate Inside??to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo.??He can be contacted on??adam@eatbigfish.com.
Adam lives on a plane somewhere over the Atlantic.
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