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Brand Hijack
Book

Brand Hijack

Marketing Without Marketing

Portfolio, 2005 more...


Editorial Rating

9

Qualities

  • Innovative
  • Applicable

Recommendation

This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create such stars with careful planning and huge advertising campaigns, in fact many of these brands were ignored before they emerged into the mainstream. Fringe groups popularized them, created their images and made them generally successful, often with no professional involvement at all. Author Alex Wipperfürth has done a masterful job of identifying, researching and revealing this phenomenon. In a world of repetitive marketing books, this one stands out as refreshing and insightful, complete with numerous case studies and extensive endnotes. getAbstract.com believes it would be a welcome addition to any marketing department’s library. It can reinvigorate your creative marketing as it explains the unexpected.

Take-Aways

  • Marketing departments can no longer control a brand’s development.
  • Consumers have taken over some brands, "hijacking" them from professional marketers.
  • When such hijacking happens, brands can become phenomenally successful.

About the Author

Alex Wipperfürth is a partner at San Francisco’s Plan B, a firm that helps major brands find markets.


Comment on this summary or Start Discussion

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    R. T. 3 years ago
    This is a useful marketing concept to know – and the summary explained it quite well. Not one you can easily create or control, but it is important to realize the potential and recognize it if it does happen.

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