The Pirate Inside Building a Challenger Brand Culture Within Yourself and Your Organization

by Morgan, Adam

• ISBN13: 9780470860823
• ISBN10: 0470860820
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-08-13
• Publisher: Wiley

Summary

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.

Author Biography

<b>Adam Morgan</b> is a leading world expert on Challenger brands: his first book, <i>Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders</i>, has become a definitive text on the area, and been translated into eight languages. <p> Adam is one of five partners in the international brand consultancy eatbigfish, which specializes in applying the thinking of <i>Eating the Big Fish</i> and <i>The Pirate Inside</i> to companies and brands who want to think like Challengers; his clients have included Lexus, IKEA, Unilever and PepsiCo.&#160; He can be contacted on <a href="mailto:[e-mail]">[e-mail]</a>. <p> Adam lives on a plane somewhere over the Atlantic.

Table of Contents

Dramatis Personae.

Introduction: Necessary Pirates.

Part I: Behaviours That Stimulate Challenger Brand Cultures.

Summary.

Part I will outline a set of four behaviours that we need to commit to as individuals if we find ourselves in the position of wanting or needing to be Brand Pirates - and the standard behaviours in brand building that we will need to think about differently as we move through the strategic development process.

Chapter 1: Outlooking - A Different Kind of Insight Seeking.

Chapter 2: Pushing - A Different Kind of Approval.

Chapter 3: Projecting - A Different Kind of Consistency.

Chapter 4: Wrapping - A Different Kind of Communication.

Part II: Personal Qualities that Foster An Internal Challenger Culture.

Summary.

Part II outlines a set of five personal qualities that we need to bring out in ourselves and those around us if we are to succeed in fostering an internal Pirate brand culture.

Chapter 5: Denting - A Different Kind of Respect.

Chapter 6: Binding - A Different Kind of Contract.

Chapter 7: Leaning - A Different Kind of Commitment.

Chapter 8: Refusing - A Different kind of Passion.

Chapter 9: Taking It Personally - A Different Kind of Professionalism.

Chapter 10: Brand-centricity.

Note: Parts I and II combined are not intended to make up a strategic development process, but represent different ways of thinking and behaving while already engaged in the process of developing the brand, that it will be the responsibility of us and our teams to bring out. Most of them will question the historic ways we have thought about such motherhood steps as insight development and approval procedures and respecting senior input, and offer instead a different way of thinking about them that we can learn from the Necessary Pirates who have passed this way before.

Part III: How To Be A Pirate In The Navy Without Getting Hanged.

Summary.

Part III of the book will look specifically at Pirates who find themselves already in the Navy - that is to say, Challengers who find themselves within a large, multi-brand organisation. It will look at what we can learn from successes and failures in such situations, and the benefits, when they do work, not just for the brand but also for the parent organisation.

Chapter 11: Red Pill, Blue Pill - Learning From Success.

Chapter 12: Why Brand Centred Subcultures Fail - Learning From Failure.

Chapter 13: Biting the Other Generals - The Broader Benefits Successful Subcultures Offer.

Part IV: Writing The Articles.

Summary.

Part IV of the book will be about 'Writing the Articles' of Intelligent Piracy in our own organisation. It will offer an overview of how to precipitate these ways of thinking and behaving on your brand and within your organisation in a way that will increase the likelihood of them taking seed, and becoming part of a genuine Challenger culture. This part of the book will also offer some sense of what may be in store for you emotionally, and how to prepare yourself for that.

Chapter 14: Writing the Articles - Strategic Preparation.

Chapter 15: That Difficult first year - Emotional Preparation.

Part V: The Future of Piracy.

Summary.

Part V will conclude the book by offering a view on what kinds of organisation 'licensed Piracy', in the sense we have been talking about it, would important for, and indeed the stage in their development at which they should be thinking about encouraging it . It will close with a reflection on the nature on the personal choice facing an individual wanting to risk being a Pirate, and what kinds of individual that decision will and will not be right for.

Chapter 16: Pirates, Privateers and the Emergence of the BSC.