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Brand Hijack: Marketing Without Marketing, Wipperfurth

Stan

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O książce

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 ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.

Fair warning: this book is not for everyone. It proposes untraditional, even counterintuitive practices: Let the marketplace take over. Stop clamoring for control and learn to be spontaneous. Be bold enough to accept a certain degree of uncertainty in the definition of your brands.

Brand hijacking relies on a radical concept: letting go. What a frightening, yet oddly liberating thought.

Spis treści

Ch. 1 The "no marketing" myth 3
Ch. 2 Public property : the serendipitous hijack 13
Ch. 3 The marketer's guide to the serendipitous hijack 32
Ch. 4 A "no marketing" illusion : the co-created hijack 46
Ch. 5 A dangerous attitude 73
Ch. 6 The marketer's guide to the co-created hijack 82
Ch. 7 Brand hijack candidates 91
Ch. 8 The marketer's guide to the corporate hijack 98
Ch. 9 The dawn of the next marketing era 116
Ch. 10 The consumer collective 129
Ch. 11 The inner workings of the brand tribe 140
Ch. 12 The funny business of earning consumer devotion 162
Ch. 13 The kick-off : hijack ideation 173
Ch. 14 Phase I : tribal marketing 183
Ch. 15 Phase II : co-creation 206
Ch. 16 Phase III : mass marketing 216
Ch. 17 The threat : "a few words from our sponsor" 231
Ch. 18 The opportunity : the ultimate pay-off 246