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.
Published: Wednesday, September 1, 2004
Published by: Wiley
Available in: Hardcover (9780470860823)