The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization
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.
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.
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.
Notes and Sources.
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 firstname.lastname@example.org.
Adam lives on a plane somewhere over the Atlantic.
“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)