The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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“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, 10th 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)