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.

Faced with the choice of starting a company or joining a large corporation, Steve Jobs believed that it was 'more fun to be a pirate than to join the navy'. But for innovators inside established companies, making a distinction between being a pirate and joining the navy is a fallacy. We have to figure out a way to become pirates in the navy! There is nothing harder in business than trying to innovate within large corporations. Innovators in big companies often face internal opposition as well as their external competitors. It is the management of the core business that tends to get in the way of innovation. Most intrapreneurs recognise that innovation can’t be carried out as a series of one-off projects that always have to jump through political hurdles. They realise that there is a need for innovation to happen as a repeatable process. But how can they achieve this? This is a step-by-step guide to getting continuous innovation done in companies and reshaping them in the process. It is for anyone involved in corporate innovation and driving company change.

Shows life on board a pirate ship.

The authors of "Pirattitude" return with a book that will allow every scallywag, saucy wench, or landlubber to get in touch with his or her inner pirate.

EATING THE BIG FISH : How Challenger Brands Can Compete Against Brand Leaders, Second Edition, Revised and Expanded The second edition of the international bestseller, now revised and updated for 2009, just in time for the business challenges ahead. It contains over 25 new interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information.

"Pirates have green teeth when they have any teeth at all. I know about pirates, because one day, when I was at the beach building a sand castle and minding my own business, a pirate ship sailed into view."So proclaims Jeremy Jacob, a boy who joins Captain Braid Beard and his crew in this witty look at the finer points of pirate life by the Caldecott Honor winning illustrator David Shannon and the storyteller Melinda Long. Jeremy learns how to say scurvy dog, sing sea chanteys, and throw food . . . but he also learns that there are no books or good night kisses on board: Pirates don t tuck. A swashbuckling adventure with fantastically silly, richly textured illustrations that suit the story to a T. "

Lift the flaps in this exciting book to discover what happens aboard a lively pirate ship.