The Pirate Inside (PDF)
Building a Challenger Brand Culture Within Yourself and Your Organization
(Sprache: Englisch)
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...
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...
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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.
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.
Inhaltsverzeichnis zu „The Pirate Inside (PDF)“
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.
Autoren-Porträt von Adam Morgan
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.
Bibliographische Angaben
- Autor: Adam Morgan
- 2004, 1. Auflage, 348 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 0470860847
- ISBN-13: 9780470860847
- Erscheinungsdatum: 31.08.2004
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- Grösse: 2.40 MB
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Sprache:
Englisch
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