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

The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Review

See more picture

The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization Feature

• ISBN13: 9780470860823
• Condition: New
• Notes: BRAND NEW FROM PUBLISHER! 100% Satisfaction Guarantee. Tracking provided on most orders. Buy with Confidence! Millions of books sold!

Brand maven Adam Morgan, author of Eating the Big Fish, wants you to free your inner pirate and sail under the flag of the brand rather than the company. Morgan frames his brand-building advice by comparing time in the Navy (becoming a "corporate drone") with the life of a marketing pirate ("who does what is important, regardless of wisdom offered around us.")

Pirates, who challenge dominant brands, have a code. But it does not include the virtues of respecting the parent company, people's space, or the ways things have always been. Morgan draws upon 50 interviews with pirates from brand challenging companies including Diesel, Tommy Bahama, and Southwest airlines. His pirates dazzle with daring do: Apple's Steve Jobs, who shows what Morgan calls "emotional insertion" when he says, "Today we put the romance into computers" or Ingvar Kamprad, Founder of IKEA, who, in a Chinese chicken market, models "insights of opportunity" as he wonders how he can use the extra feathers.

For those of us without sea legs, Morgan offers four crisp sets of behavior to become a brand pirate and five personality traits to foster a challenger culture. Morgan is a wonderfully engaging writer, but sometimes his nautical analogies can get diluted by other metaphors. His ideas for helping challenger brands take on the big fish bristle with energy, originality--and above all--practicality. --Barbara Mackoff 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.

Check price now

Rerate Products

• Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
• Reinventing Strategy: Using Strategic Learning to Create and Sustain Breakthrough Performance
• Perfect Pitch: The Art of Selling Ideas and Winning New Business (Adweek Books)
• Business Law: The Ethical, Global, and E-Commerce Environment
• Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

Customer Review

Jun 24, 2011 13:18:44