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Description - The Pirate Inside by Adam Morgan

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.

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Book Details

ISBN: 9780470860823
ISBN-10: 0470860820
Format: Hardback
(236mm x 163mm x 30mm)
Pages: 348
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 13-Jul-2004
Country of Publication: United Kingdom

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Author Biography - Adam Morgan

Adam Morgan is a leading world expert on Challenger brands: his first book, Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, has become a definitive text on the area, and been translated into eight languages. 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 adam@eatbigfish.com. Adam lives on a plane somewhere over the Atlantic.

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