How to be a pirate: making waves in conservative organisations

Adam Morgan

In this perceptive article, Adam Morgan analyses the attitudes and behaviours that characterise the people he describes as pirates, illustrating vividly how necessary this behaviour is to the success of challenger brands.

Brand equity & strength
Challenger brands
Brand management
Managing the marketing function

How To Be A Pirate

Making waves in conservative organisations

Adam Morgan eatbigfish

Powerful Brands and particularly powerful challenger brands are built by people. Proprietary methodologies and unique brand frameworks may build disciplined brands ,...

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