{"product_id":"the-pirate-inside-building-a-challenger-brand-culture-within-yourself-and-your-organization-9780470860823","title":"The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization","description":"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. \u003ci\u003eThe Pirate Inside\u003c\/i\u003e 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. \u003cp\u003eIn line with this thinking, \u003ci\u003eThe Pirate Inside\u003c\/i\u003e 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAdam Morgan\u003c\/b\u003e is a leading world expert on Challenger brands: his first book, \u003ci\u003eEating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders\u003c\/i\u003e, has become a definitive text on the area, and been translated into eight languages. \u003c\/p\u003e\u003cp\u003eAdam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of \u003ci\u003eEating the Big Fish\u003c\/i\u003e and \u003ci\u003eThe Pirate Inside\u003c\/i\u003e to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo. He can be contacted on \u003cb\u003eadam@eatbigfish.com.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eAdam lives on a plane somewhere over the Atlantic.\u003cbr\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50412465750290,"sku":"9780470860823","price":32.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_cb711068-d72e-4908-8036-04a0e91c7750.jpg?v=1729314848","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-pirate-inside-building-a-challenger-brand-culture-within-yourself-and-your-organization-9780470860823","provider":"Surprise Castle","version":"1.0","type":"link"}