The Pirate Inside
Building a Challenger Brand Culture Within Yourself and Your Organization
This is a book for Necessary Pirates. People who have to leave 'the Navy' - the way their category and perhaps even their company has historically done things - in order to succeed. In writing it, Adam Morgan has deliberately set out to research not just the legendary founders associated with iconic Challenger brands such as Diesel, but also the previously 'invisible' people that have been responsible for step-changing Challengers within larger, multi-brand corporations. By isolating common qualities and behaviour across the interviewees, he has harnessed for the first time insights into those aspects of ourselves we must encourage to achieve…
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Produktdetails
- ISBN: 978-1-119-99561-6
- EAN: 9781119995616
- Produktnummer: 13825718
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2011
- Seitenangabe: 348 S.
- Plattform: EPUB
- Masse: 2'583 KB
Über den Autor
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.
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