Summary of Brand Hijack

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Brand Hijack book summary


9 Overall

8 Applicability

9 Innovation

8 Style


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. believes it would be a welcome addition to any marketing department’s library. It can reinvigorate your creative marketing as it explains the unexpected.

In this summary, you will learn

  • What "brand hijacking" is;
  • How professional marketers can capitalize on a hijacking; and
  • Who hijacks brands and why.

About the Author

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



Brands Out of Nowhere
The consumer revolt has begun. While major marketing gurus once thought they could build interest and drive sales through expensive advertising campaigns and other promotions, the power has now shifted to consumers, who are often doing more to build brands than the...

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