Book description
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.
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.
