The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organisation
By Adam 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 organisation 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?
Every organisation needs a little Constructive Piracy. Including yours. Welcome to The Pirate Inside, a manifesto for how the marketeer and marketing-led company of the future will think and behave.
“If you trust your right brain and think an idea isn’t an idea unless it changes everything, you’ll love this book in celebration of having brave ideas and of ‘thinking different’”
More eatbigfish books…
A Beautiful Constraint: How to transform your limitations into advantages and why it’s everyone’s business
Eating The Big Fish: How Challenger Brands Can Compete Against Brand Leaders