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30 августа 2009 | Автор: Admin | Рубрика: Научная литература » Экономика | Комментариев: 0

Adam Morgan, "The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization"
Wiley 2004 | ISBN-10: 0470860820 | 348 Pages | PDF | 1,4 MB

Amazon.com Review
Brand maven Adam Morgan, author of Eating the Big Fish, wants you to free your inner pirate and sail under the flag of the brand rather than the company. Morgan frames his brand-building advice by comparing time in the Navy (becoming a "corporate drone") with the life of a marketing pirate ("who does what is important, regardless of wisdom offered around us.")

Pirates, who challenge dominant brands, have a code. But it does not include the virtues of respecting the parent company, people's space, or the ways things have always been. Morgan draws upon 50 interviews with pirates from brand challenging companies including Diesel, Tommy Bahama, and Southwest airlines. His pirates dazzle with daring do: Apple's Steve Jobs, who shows what Morgan calls "emotional insertion" when he says, "Today we put the romance into computers" or Ingvar Kamprad, Founder of IKEA, who, in a Chinese chicken market, models "insights of opportunity" as he wonders how he can use the extra feathers.

For those of us without sea legs, Morgan offers four crisp sets of behavior to become a brand pirate and five personality traits to foster a challenger culture. Morgan is a wonderfully engaging writer, but sometimes his nautical analogies can get diluted by other metaphors. His ideas for helping challenger brands take on the big fish bristle with energy, originality--and above all--practicality. --Barbara Mackoff

“… will appeal to anyone who bought Morgan’s last book, Eating the Big Fish, and is a natural follow-up…” (Publishing News, 19th March 2004)

“An excellent read” (Marketer, September 2004)

“…divides neatly into two sections…many examples and insights…” (Brand Strategy, November 2004)

“…uses the analogy of being a pirate to demonstrate how challenger brands can be shaped by the people behind them…” (Campaign, 10th December 2004)

"...fascinating book..." (Marketer, June 2006)

"... individuals who know a little about marketing would do well to learn how to use Morgan’s branding insights...." (Chicago Tribune, June 2006)

No Mirrors, pls


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