The Pirate Inside

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.