Summary of Brand Hijack
Marketing Without Marketing
Copyright © Alex Wipperfürth. From BRAND HIJACK by Alex Wipperfurth Summarized by arrangement with Portfolio, a member of Penguin Group (USA), Inc.
Physics tells us you can't create something from nothing. So when brands appear out of nowhere, start asking questions.
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.
In this summary, you will learn
- What "brand hijacking" is;
- How professional marketers can capitalize on a hijacking; and
- Who hijacks brands and why.
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