The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization [NOOK Book]

Overview

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 ...
See more details below
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization

Available on NOOK devices and apps  
  • NOOK Devices
  • NOOK HD/HD+ Tablet
  • NOOK
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK Study
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$22.99
BN.com price
(Save 42%)$39.95 List Price
Note: This NOOK Book can be purchased in bulk. Please email us for more information.

Overview

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.

Read More Show Less

Product Details

  • ISBN-13: 9781119995616
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/10/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 348
  • Product dimensions: 6.31 (w) x 9.15 (h) x 0.98 (d)
  • File size: 3 MB

Meet the Author

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 adam@eatbigfish.com.

Adam lives on a plane somewhere over the Atlantic.

Read More Show Less

Table of Contents

Dramatis Personae.

The Relationship of This Book to Eating the Big Fish, and the Challenger Project.

Introduction: Necessary Pirates.

Part I: Behaviours that Stimulate Challenger Brand Cultures.

1. Outlooking: A Different Kind of Insight Seeking.

2. Pushing: A Different Kind of Approval.

3. Projecting: A Different Kind of Consistency.

4. Wrapping: A Different Kind of Communication.

Part II: Personal Qualities that Foster an Internal Challenger Culture.

5. Denting: A Different Kind of Respect.

6. Binding: A Different Kind of Contract.

7. Leaning: A Different Kind of Commitment.

8. Refusing: A Different Kind of Passion.

9. Taking it Personally: A Different Kind of Professionalism.

10. Brand-centricity.

Part III: How to Be a Pirate in the Navy, Without Getting Hanged.

11. Red Pill, Blue Pill: Learning from Success.

12. Why Brand-centred Subcultures Fail: Learning from Failure.

13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.

Part IV: Writing the Articles.

14. Writing the Articles in Our Own Organization.

15. That Difficult First Year: Emotional Preparation.

Part V: The Future of Piracy.

16. Pirates, Privateers and the Emergence of the BSC.

Postscript.

Acknowledgements.

Notes and Sources.

Index.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)