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

Description

Most marketing and branding books fall into one of two camps: either they are about leaders or they assume that brands can bemanaged by process alone. The Pirate Inside is different. Itforwards the idea that brands are about people, and ChallengerBrands are driven by a certain kind of person in a certain kind ofway. Challenger Brands don't rely on CEOs or founders, but on thepeople within the organization whose personal qualities andapproach to what they do make the difference between whether thebrand turns to gold or falls to dust.

In line with this thinking, The Pirate Inside forwardstwo key questions: what does it take to be the driver or guardianof a successful Challenger Brand, and what are the demands made bythis 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 withintheir companies, and the benefits that they might achieve by doingso.

About the author

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.