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

By Adam Morgan, Chris Morgan, Chris Morgan
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.

.,." 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)


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About the Hardcover

Publisher Wiley
Publish date 09/01/2004
Pages 350
ISBN-13 9780470860823
ISBN-10 0470860820
Language English