What will you learn from this book
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Cultural Context: Understand the cultural, societal, and technological shifts that influence consumers' perceptions and behaviors towards brands.
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Consumer Empowerment: Acknowledge the increasing power of consumers in shaping brand narratives and engage with them actively in brand-building processes.
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Brand Flexibility: Embrace adaptability and flexibility in branding strategies to respond to changing consumer demands and market dynamics.
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Brand Authenticity: Foster authenticity in brand communication and actions to build trust and credibility among consumers.
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Collaborative Branding: Explore opportunities for collaborative partnerships and co-creation with consumers or other brands to strengthen brand relevance.
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Emotional Connection: Develop emotional connections with consumers through storytelling and experiences that resonate with their values and aspirations.
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Innovation and Disruption: Embrace innovation and disruptive thinking to challenge traditional branding norms and create unique brand experiences.
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Community Engagement: Engage with communities and leverage their influence to amplify brand messaging and establish stronger connections.
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Agile Marketing: Adopt agile marketing practices to quickly adapt to market changes and capitalize on emerging trends.
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Measuring Impact: Establish metrics to measure the impact of branding strategies, allowing for data-driven adjustments and improvements.
| Language | English |
|---|---|
| ISBN-10 | 067005856-4 |
| No of pages | 280 |
| Font Size | Medium |
| Book Publisher | Portfolio |
| Published Date | 03 Oct 2006 |
About Author
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Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these Â?accidentsÂ? really happen, and why do they ultimately succeed or fail? Welcome to marketing without marketing: the emergence of the hijacked brand. DonÂ'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: Â?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.Â? Â?John Grant Â?Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques.Â? Â?Stefan Stern, Financial Times Â?This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth . . . offers a glimpse into AmericaÂ's consumer- and ad-driven culture.Â? Â?Publishers Weekly Â?Brand Hijack is a smartÂ?argument for letting customers define a brand.Â? Â?Fast Company