Pirates of the Caribbean: Yonca Brunini, marketing director of Yahoo UK and Ireland is inspired by the examples of great marketing in Adam Morgan's The Pirate Inside and reflects that there is a lot to learn from those brand buccaneers

Brand Strategy, November, 2004 by Yonca Brunini

The Pirate Inside by Adam Morgan, published by John Wiley, price 19.99 [pounds sterling]

Once I had come to terms with the fact that The Pirate Inside: Building a challenger brand culture within yourself and your organisations would not provide an insight into the private lives of either Johnny Depp or Orlando Bloom, I decided that I would keep an open mind and judge it for what it is, a lesson in 'disruption marketing'. The lessons and drivers may be different but the principles are similar. The clear difference is that Morgan looks at the issues from inside the organisation as opposed to an agency perspective. Too often organisations are constrained by conservatism, trapped in a cycle of mediocrity and hampered by benchmarks and corporate rules. Piracy throws away...