The pirate inside : building a challenger brand culture within yourself and your organization
by
Morgan, Adam.
Title
:
The pirate inside : building a challenger brand culture within yourself and your organization
Author
:
Morgan, Adam.
ISBN
:
9780470860847
9781280271151
Personal Author
:
Morgan, Adam.
Publication Information
:
Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2004.
Physical Description
:
1 online resource (xii, 336 pages) : illustrations
Contents
:
The Pirate Inside; Contents; Dramatis Personae; The Relationship of This Book to Eating the Big Fish, and the Challenger Project; Introduction: Necessary Pirates; Part I Behaviours that Stimulate Challenger Brand Cultures; 1 Outlooking: A Different Kind of Insight Seeking; 2 Pushing: A Different Kind of Approval; 3 Projecting: A Different Kind of Consistency; 4 Wrapping: A Different Kind of Communication; Part II Personal Qualities that Foster an Internal Challenger Culture; 5 Denting: A Different Kind of Respect; 6 Binding: A Different Kind of Contract.
Abstract
:
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.
Subject Term
:
Brand name products -- Management.
Brand name products -- Psychological aspects.
Brand name products -- Planning.
Creative ability in business.
Corporate culture.
Electronic Access
:
