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. BACKCOVER: 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...Continua