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Brand Hijack

3.70  ·  Rating Details  ·  142 Ratings  ·  11 Reviews
brand hi·jack (br?and h? -j?ak'): consumer takeover (synonym).The consumer's act of commandeering a brand from the marketing professionals and driving its evolution.

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these accidents really happen, and why do they ultim
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Published October 3rd 2006 by Penguin Group (USA) Incorporated (first published 2005)
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Leader Summaries
Desde Leader Summaries recomendamos la lectura del libro El marketing sin marketing, de Alex Wipperfürth.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento, publicidad y relaciones públicas.
En el siguiente enlace tienes el resumen del libro El marketing sin marketing, Cómo los consumidores secuestran las marcas y dirigen su evolución: El marketing sin marketing
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Shawn Buckle
Dec 09, 2011 Shawn Buckle rated it really liked it  ·  review of another edition
Wipperfurth is in touch with his audience. Most would say he "gets it" when it comes to brand identity in the marketplace. He writes about the need to view media sequentially, using a different tactic for each phase of a go-to-market plan. He focuses primarily on the beginning stages of launching a brand to the fringe and allowing them to create its identity. He uses various case studies like Doc Maartens, PBR, Napster and Blair Witch to illustrate how this plays out in the market. Once the frin ...more
Rico
Jun 28, 2008 Rico rated it liked it  ·  review of another edition
A marketing book that can more or less be understood by non-marketers like myself -- in fact some of it is quite entertaining, as the author describes the fascinating history of how certain "brands" (everything from Doc Martens to the Linux operating system) managed to take off without any traditional marketing.

The book is intended as a primer for a new generation of marketers. But I'd suggest it for countercultural types, because it outlines the methods by which countercultures are increasingl
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Rick Zhu
A marketing book that can more or less be understood by non-marketers like myself -- in fact some of it is quite entertaining, as the author describes the fascinating history of how certain "brands" (everything from Doc Martens to the Linux operating system) managed to take off without any traditional marketing.

The book is intended as a primer for a new generation of marketers. But I'd suggest it for countercultural types, because it outlines the methods by which countercultures are increasingl
...more
Lesley Webster
I mostly skimmed this book for using in a marketing class research paper. It has some good insights on allowing your brand to belong to the customer. The book was written in 05 and though that seems current, when it talks about how SMS texting just isn't catching on in the U.S., you realize how quickly technology changes.
Ed
Jan 09, 2013 Ed rated it it was amazing
one of my favorite books that talked about real consumer interaction with brands. not bullshit.
talked about redbull growing many years ago.
converse all stars, blair witch, etc. original viral

Phil Fox
Jan 19, 2008 Phil Fox rated it it was amazing  ·  review of another edition
Wipperfurth explains how marketing can be a dialog between company and consumer and how that can really allow a consumer to make a brand their own.
Lori Grant
An optional-read book on branding for the knowledge worker, manager, executive, or entrepreneur.
Nicole LaFave
Mar 01, 2008 Nicole LaFave rated it really liked it  ·  review of another edition
Great marketing insight for anyone starting a company or trying to sell a new product.
Ben
Dec 16, 2007 Ben rated it it was amazing  ·  review of another edition
Recommends it for: marketed
best marketing book I ever read. period.
Malaga
May 23, 2008 Malaga rated it liked it  ·  review of another edition
Shelves:
it's cool, it's cool...
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