Cover image for The pirate inside : building a challenger brand culture within yourself and your organization
Title:
The pirate inside : building a challenger brand culture within yourself and your organization
Personal Author:
Publication Information:
Chichester, West Sussex : John Wiley & Sons, 2004
ISBN:
9780470860823

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30000010070412 HD69.B7 M67 2004 Open Access Book Book
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Summary

Summary

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.


Author Notes

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.


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