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.

Dramatis Personae. The Relationship of This Book to Eating the Big Fish, and the Challenger Project.
Introduction: Necessary Pirates.
Part I: Behaviours that Stimulate Challenger Brand Cultures.
1. Outlooking: A Different Kind of Insight Seeking.
2. Pushing: A Different Kind of Approval.
3. Projecting: A Different Kind of Consistency.
4. Wrapping: A Different Kind of Communication.
Part II: Personal Qualities that Foster an Internal Challenger Culture.
5. Denting: A Different Kind of Respect.
6. Binding: A Different Kind of Contract.
7. Leaning: A Different Kind of Commitment.
8. Refusing: A Different Kind of Passion.
9. Taking it Personally: A Different Kind of Professionalism.
10. Brand-centricity.
Part III: How to Be a Pirate in the Navy, Without Getting Hanged.
11. Red Pill, Blue Pill: Learning from Success.
12. Why Brand-centred Subcultures Fail: Learning from Failure.
13. Biting the Other Generals: The Wider Benefits Successful Subcultures Bring.
Part IV: Writing the Articles.
14. Writing the Articles in Our Own Organization.
15. That Difficult First Year: Emotional Preparation.
Part V: The Future of Piracy.
16. Pirates, Privateers and the Emergence of the BSC.
Postscript.
Acknowledgements.
Notes and Sources.
Index.