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

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

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SKU: DADAX0470860820
UPC: 723812732753.0
Brand: Wiley
$14.41
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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, multibrand companies can create Challenger microclimates within their companies, and the benefits that they might achieve by doing so.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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