The Pirate Inside: Building A Challenger Brand Culture Within Yourself And Your Organization

Adam Morgan believes that most marketing books fall into one of two camps: either they are about founders/turnaround kings or they assume that brands can be managed by process alone. This book differs in that he puts forward 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 do not 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 idea turns to magic or falls to dust. Adam Morgan's book Eating the Big Fish dealt with the strategic process of how challenger brands had taken on powerful market leaders and created a considerable reputation and business for themselves in doing so. In his new book, Adam takes the topic on to its natural progression; the flip side of the strategic process, to discuss what is required of the individual and the organization for a 'Challenger Culture' to genuinely flourish.