The Pirate Inside
Building a Challenger Brand Culture within Yourself and Your Organization
By (author) Adam Morgan
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Pirate Inside by Adam Morgan
Book DescriptionIn 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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Book DetailsISBN: 9780470860823
(236mm x 163mm x 30mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 13-Jul-2004
Country of Publication: United Kingdom
Books By Author Adam Morgan
Beautiful Constraint, Hardback (February 2015)
An inspiring yet practical guide for transforming limitations into opportunities A Beautiful Constraint: How to Transform Your Limitations Into Advantages And Why It's Everyone's Business Now is a book about everyday, practical inventiveness, designed for the constrained times in which we live.
Eating the Big Fish, Hardback (March 2009)» View all books by Adam Morgan
A revised and updated version of the classic book on what it takes for small brands to eat the big tuna Since Wiley first published Eating the Big Fish in 1999, the concept of the challenger brand has become a mainstream idea among marketers and advertisers.
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Author Biography - Adam Morgan
Adam Morgan is a leading world expert on Challenger brands: his first book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 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 Eating the Big Fish and The Pirate Inside to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo. He can be contacted on firstname.lastname@example.org.Adam lives on a plane somewhere over the Atlantic.
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