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.

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.

Reviews
"... will appeal to anyone who bought Morgan's last book, Eating the Big Fish, and is a natural follow-up..." (Publishing News, 19^th 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, 10^th 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)

Book Information
ISBN 9780470860823
Author Adam Morgan
Format Hardback
Page Count 352
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 709g
Dimensions(mm) 231mm * 164mm * 33mm