{"product_id":"the-pirate-inside-building-a-challenger-brand-culture-within-yourself-and-your-organization-hardcover","title":"The Pirate Inside: Building a Challenger Brand Culture Within Yourself and Your Organization - Hardcover","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eAdam Morgan\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eMost 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. \u003c\/p\u003e\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\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis is a book for Necessary Pirates. People who have to leave 'the Navy' - the way their category and perhaps even their company has historically done things - in order to succeed. \u003c\/p\u003e\u003cp\u003eIn writing it, Adam Morgan has deliberately set out to research not just the legendary founders associated with iconic Challenger brands such as Diesel, but also the previously 'invisible' people that have been responsible for step-changing Challengers within larger, multi-brand corporations. By isolating common qualities and behaviour across the interviewees, he has harnessed for the first time insights into those aspects of ourselves we must encourage to achieve breakthrough as Challengers. \u003c\/p\u003e\u003cp\u003eDrawing on these findings, \u003ci\u003eThe Pirate Inside\u003c\/i\u003e argues that being a Pirate is not being an anarchist: it has its own disciplines. Real-life pirates had a code of conduct called The Articles: a different set of rules from those of the Navy, but a binding one all the same. And in the same way, Morgan offers advice on what the new behaviours for Marketing Pirates are: where they look for opportunity, for example; how they think about small budgets and limited distribution; how they productively push back against their superiors. And how they manage That Difficult First Year - when they have committed to a new direction, but the results have yet to prove them right. \u003c\/p\u003e\u003cp\u003eThe first part of \u003ci\u003eThe Pirate Inside\u003c\/i\u003e sets out these behaviours, and shows how to apply them in the most productive way to become a Marketing Pirate and create step-change for your brand. Part Two moves on to explore 'Pirates within the Navy' - brand-centred subcultures within larger organizations without a founder - and explores how these Challenger micro-climates are best created and nurtured. Along the way Morgan examines and dismantles the 'Six Excuses for the Navy': the reasons we commonly give for not being the Pirate our brand needs us to be, such as: \"But I don't have a founder\", \"But I don't have a large advertising budget\" and \"But my consumer doesn't want anything new in the category\". \u003c\/p\u003e\u003cp\u003eEvery organization needs a little Constructive Piracy. Including yours. Welcome to \u003ci\u003eThe Pirate Inside\u003c\/i\u003e, a new manifesto for how the marketeer and marketing-led company of the future will think and behave.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\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.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 352\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.98 x 9.24 x 6.36 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 01, 2004\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":45047084843147,"sku":"9780470860823","price":61.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0670\/2579\/7259\/files\/MDUyRDk0VVBucmZmOERoc3RxdzhJdz09.webp?v=1766998518","url":"https:\/\/thetaletrade.com\/products\/the-pirate-inside-building-a-challenger-brand-culture-within-yourself-and-your-organization-hardcover","provider":"The Tale Trade","version":"1.0","type":"link"}