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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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Previews available in: English
Showing 5 featured editions. View all 5 editions?
Edition | Availability |
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1
Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
2011, Wiley & Sons, Incorporated, John
in English
0470668784 9780470668788
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2
Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
2011, Wiley & Sons, Incorporated, John
in English
1119995612 9781119995616
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3
The Pirate Inside
2004, John Wiley & Sons, Ltd.
Electronic resource
in English
0470860847 9780470860847
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4
Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
2004, Wiley & Sons, Incorporated, John
in English
1280271159 9781280271151
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zzzz
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5
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
September 15, 2004, Wiley, John Wiley & Sons
in English
0470860820 9780470860823
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