Brand Hijack

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 industry crises such as media saturation, consumer evolution and the erosion of image marketing. However, following the book's advice will require some untraditional - even counterintuitive - steps. This type of marketing is not for everyone, you must be confident enough to stop clamouring for control and learn to be spontaneous. Brand hijacking relies on a radical concept - letting go.

Based on a radical concept--letting go--this book about "marketing without marketing" is written by an author called "a marketing subversive" by "Adweek."

The must-read summary of Alex Wipperfurth's book: "Brand Hijack: Marketing Without Marketing" This complete summary of the ideas from Alex Wipperfurth's book "Brand Hijack" shows that companies like Starbucks, eBay, Palm and Red Bull have built multi-billion-dollar valuations without using any conventional advertising campaigns. The success of these companies demonstrate the smart approach to building a business and a brand in the twenty-first century is to do what can be termed “marketing without marketing”. More specifically, these brands create the illusion that success is happening serendipitously as driven by the users rather than as dictated by the corporation. This is the essence of marketing without marketing. The key to building a brand nowadays is to let the market hijack your brand. The more marketplace involvement you have, the better – even if that takes your brand off in unanticipated directions. What you’ll ultimately end up with is a brand experience which is richer, better, more genuine and therefore more sustainable than anything you would have consciously developed yourself. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "Brand Hijack" and discover a different approach to successful marketing in the twenty-first century.

Containing 90+ case studies including BP, Beyoncé, Pizza Hut and Chrysler, this is the first book to analyze brandjacking - when organizations lose control of their brand's image online. Combining crisis communication and social media, this book charts the trend's growth, offering advice to those who find themselves at the mercy of brand pirates.

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marketing: positioning. In fact, McGhie believes there's no marketing problem or opportunity that can't be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer's stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand. Drawing on his 30-year career working with some of world's best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.

This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the evolution of corporate branding theory that has developed from an identity approach rooted in signalling theory to an understanding of brands as co-created by multiple stakeholders. She then develops and elaborates the latter approach by formulating and explicating the CCB approach, within which a brand is conceptualized as a discursive brand space grounded in a performative and interactional ontology. Brand discourses are produced in a number of conversational spaces inhabited by both human and non-human actors. Seeing that non-human actors have agency, hybrid agency and ventriloquism are key notions in the CCB approach, and the role of the brand manager is to function as a practical author. The CCB approach is explicated and sustained by five chapters that each elaborate on a certain aspect of CCB and demonstrate the theoretical points in a number of analyses (the process of brand creation, the set-up of conversational spaces, the role of materiality and macro-actors, frame games, and the brand manager as a practical author). The data in the analyses originates from a case that is used throughout the book. Written for scholars and university students within the field of branding and organizational communication, this book represents an area of developing interest within the field of marketing.

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

Tribal branding allows marketers to benefit from greatly enhanced levels of consumer devotion to brands. Richardson incorporates the approach of ethno-marketing to expertly explain the opportunities for marketing and branding professionals to co-create brands with, and develop new ways of marketing to, tribal groups and brand communities.