Brand Hijack: Marketing Without Marketing - Hardcover

Wipperfurth, Alex

Hardcover

ISBN 10: 1591840783 ISBN 13: 9781591840787

Publisher: Portfolio Hardcover, 2005

Synopsis

A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.

About this title

From the Back Cover:

"Alex Wipperfürth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications."
—John Grant

"Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques."
—Stefan Stern, Financial Times

"This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth . . . offers a glimpse into America’s consumer- and ad-driven culture."
—Publishers Weekly

"Brand Hijack is a smart...argument for letting customers define a brand."
—Fast Company

About the Author:

Alex Wipperfürth, called “a marketing subversive... The guy who will make your brands cool” by Adweek, is a partner at marketing boutique Plan B in San Francisco. He helps brands like Pabst Blue Ribbon, Napster, and Dr. Martens appear like serendipitous accidents.

About this edition

• Publisher: Portfolio Hardcover
• Publication date: 2005
• ISBN 10: 1591840783
• ISBN 13: 9781591840787
• Binding: Hardcover
• Number of pages: 288