The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization (精装)

基本信息出版社:JOHN WILEY & SONS INC (2004年9月1日)精装:348页ISBN:0470860820条形码:9780470860823产品尺寸及重量:23.5 x 16.2 x 2.5 cm ; 640 gASIN:0470860820

商品描述内容简介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.