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The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization

ISBN: 978-0-470-86082-3
350 pages
August 2004
The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization (0470860820) cover image
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.

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Dramatis Personae.

The Relationship of This Book to Eating the Big Fish, and the Challenger Project.

Introduction: Necessary Pirates.

Part I: Behaviours that Stimulate Challenger Brand Cultures.

1. Outlooking: A Different Kind of Insight Seeking.

2. Pushing: A Different Kind of Approval.

3. Projecting: A Different Kind of Consistency.

4. Wrapping: A Different Kind of Communication.

Part II: Personal Qualities that Foster an Internal Challenger Culture.

5. Denting: A Different Kind of Respect.

6. Binding: A Different Kind of Contract.

7. Leaning: A Different Kind of Commitment.

8. Refusing: A Different Kind of Passion.

9. Taking it Personally: A Different Kind of Professionalism.

10. Brand-centricity.

Part III: How to Be a Pirate in the Navy, Without Getting Hanged.

11. Red Pill, Blue Pill: Learning from Success.

12. Why Brand-centred Subcultures Fail: Learning from Failure.

13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.

Part IV: Writing the Articles.

14. Writing the Articles in Our Own Organization.

15. That Difficult First Year: Emotional Preparation.

Part V: The Future of Piracy.

16. Pirates, Privateers and the Emergence of the BSC.

Postscript.

Acknowledgements.

Notes and Sources.

Index.

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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.

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“… will appeal to anyone who bought Morgan’s last book, Eating the Big Fish, and is a natural follow-up…” (Publishing News, 19th 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, 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)  

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