The Pirate Inside

Building a Challenger Brand Culture within Yourself and Your Organization

av Adam Morgan. Inbunden, 2004

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  • Inbunden (Hardback)
  • Språk: Engelska
  • Antal sidor: 348
  • Utg.datum: 2004-07-01
  • Upplaga: 1
  • Förlag: John Wiley & Sons Ltd
  • Medarbetare: Morgan, Chris / Morgan, Chris
  • Illustrationer: Illustrations
  • Dimensioner: 235 x 155 x 24 mm
  • Vikt: 640 g
  • Antal komponenter: 1
  • Komponenter: 8:B&W 6 x 9 in or 229 x 152 mm Blue Cloth w/Jacket on Creme w/Gloss Lam
  • ISBN: 9780470860823

Recensioner i media

"... will appeal to anyone who bought Morgan's last book, Eating the Big Fish, and is a natural follow-up..." (Publishing News, 19th March 2004) "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)

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Övrig information

<b>Adam Morgan</b> is a leading world expert on Challenger brands: his first book, <i>Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders</i>, 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 <i>Eating the Big Fish</i> and <i>The Pirate Inside</i> to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo. He can be contacted on</p> Adam lives on a plane somewhere over the Atlantic.</p>


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. 7. Leaning: A Different Kind of Commitment. 8. Refusing: A Different Kind of Passion. 9. Taking it Personally: A Different Kind of Professionalism. 10. Brand-centricity. Part III: How to Be a Pirate in the Navy, Without Getting Hanged. 11. Red Pill, Blue Pill: Learning from Success. 12. Why Brand-centred Subcultures Fail: Learning from Failure. 13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring. Part IV: Writing the Articles. 14. Writing the Articles in Our Own Organization. 15. That Difficult First Year: Emotional Preparation. Part V: The Future of Piracy. 16. Pirates, Privateers and the Emergence of the BSC. Postscript. Acknowledgements. Notes and Sources. Index.