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The Pirate Inside

Name: The Pirate Inside
Brand: Wiley
SKU: 9780470860823
Price: 2422.00 INR
Availability: InStock
ISBN: 9780470860823

PIRATE INSIDE

Contributor(s): Morgan, Adam Author Format: Hardback

Hardback · ISBN 9780470860823

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Key Specifications

ISBN	9780470860823
Subtitle	PIRATE INSIDE
Publisher	Wiley
Publication date	July 2004
Language	English
MRP	£26.00 GBP
Page count	350
Item weight	141 g

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.

The Pirate Inside

Key Specifications

Morgan, Adam Author

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