The pirate inside : building a challenger brand culture within yourself and your organization /
Pirate inside : Building a challenger brand culture within yourself and your organisation
Adam Morgan.
- xii, 336 pages : illustrations ; 24 cm
Includes bibliographical references (pages 324-329) and index.
The relationship of this book to eating the big fish, and the challenger project -- Introduction : necessary pirates -- Behaviours that stimulate challenger brand cultures -- Outlooking : a different kind of insight seeking -- Pushing : a different kind of approval -- Projecting : a different kind of consistency -- Wrapping : a different kind of communication -- Personal qualities that foster an internal challenger culture -- Denting : a different kind of respect -- Binding : a different kind of contract -- Leaning : a different kind of commitment -- Refusing : a different kind of passion -- Taking it personally : a different kind of professionalism -- Brand-centricity -- How to be a pirate in the navy, without getting hanged -- Red pill, blue pill : learning from success -- Why brand-centred subcultures fail : learning from failure -- Biting the other generals : the wider benefits successful subcultures bring -- Writing the articles -- Writing the articles in our own organization -- That difficult first year : emotional preparation -- The future of piracy -- Pirates, privateers and the emergence of the BSC. Pt. I. 1. 2. 3. 4. Pt. II. 5. 6. 7. 8. 9. 10. Pt. III. 11. 12. 13. Pt. IV. 14. 15. Pt. V. 16.
"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."--Publisher description.
0470860820 9780470860823
2004006448
Brand name products--Management Brand name products--Psychological aspects Brand name products--Planning Creative ability in business Corporate culture