The Pirate Inside

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.