Brand Hijack Download Ebook PDF Epub Online

Author : Alex Wipperfurth
Alex Wipperfürth
Publisher :
Release : 2005
Page : 280
Category : Business & Economics
ISBN 13 :
Description :


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


Author : BusinessNews Publishing
Publisher : Primento
Release : 2013-02-15
Page : 10
Category : Business & Economics
ISBN 13 : 2806239885
Description :


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.


Author : Alex Wipperfurth
Publisher :
Release : 2005-11-01
Page : 288
Category :
ISBN 13 : 9780670058563
Description :


Brand Hi Jack (Brand Hi?Jak?): Consumer Takeover (Synonym). The Consumer S Act Of Commandeering A Brand From The Marketing Professionals And Driving Its Evolution. Out Of Nowhere, A Brand Like Red Bull Or The Blair Witch Project Takes Off With Little Or No Conventional Marketing. How Do These Accidents Really Happen, And Why Do They Ultimately Succeed Or Fail? 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. Fair Warning: This Book Is Not For Everyone. It Proposes Untraditional, Even Counterintuitive Practices: Let The Marketplace Take Over. Stop Clamoring For Control And Learn To Be Spontaneous. Be Bold Enough To Accept A Certain Degree Of Uncertainty In Definition Of Your Brands. Brand Hijacking Is A Radical Concept: Letting Go. What A Frightening, Yet Oddly Liberating Thought.


Author : Alex Wipperfürth
Publisher :
Release : 2006
Page : 325
Category :
ISBN 13 : 9788324600359
Description :



Author :
Publisher :
Release : 2005
Page :
Category : Brand choice
ISBN 13 :
Description :



Author : Austin McGhie
Publisher : Advantage Media Group
Release : 2012
Page : 281
Category : Business & Economics
ISBN 13 : 1599323273
Description :


Argues that to achieve success the focus of marketers should be on positioning and that branding is a product of marketplace response.


Author : Heidi Hansen
Publisher : Routledge
Release : 2021-07-21
Page : 208
Category : Business & Economics
ISBN 13 : 1000410617
Description :


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.


Author : Brendan Richardson
Publisher : Springer
Release : 2013-07-30
Page : 184
Category : Business & Economics
ISBN 13 : 1137349107
Description :


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.


Author : Michael Serazio
Publisher : NYU Press
Release : 2013-04-05
Page : 227
Category : Social Science
ISBN 13 : 0814785905
Description :


2013 Book of the Year, Visual Communication Division, National Communication Association “It is a truism that, in media, everyone knows they are being sold something all the time. It is exactly because of this that we become blind to the subtle seductions of contemporary commercial culture—and Michael Serazio is here to open our eyes.” —Mark Deuze, author of Media Life and Media Work “Michael Serazio has produced an extremely important and engaging book: well researched and highly readable, it provides a detailed and compelling account of the mechanisms of consumer governance at work in the digital age. It deserves a wide readership among scholars and students alike.” —Liz Moor, Goldsmiths, University of London Amidst the profound upheavals in technology, economics, and culture that mark the contemporary moment, marketing strategies have multiplied, as brand messages creep ever deeper into our private lives. In Your Ad Here, an engaging and timely new book, Michael Serazio investigates the rise of “guerrilla marketing” as a way of understanding increasingly covert and interactive flows of commercial persuasion. Digging through a decade of trade press coverage and interviewing dozens of agency CEOs, brand managers, and creative directors, Serazio illuminates a diverse and fascinating set of campaign examples: from the America’s Army video game to Pabst Blue Ribbon’s “hipster hijack,” from buzz agent bloggers and tweeters to The Dark Knight’s “Why So Serious?” social labyrinth. Blending rigorous analysis with eye-opening reporting and lively prose, Your Ad Here reveals the changing ways that commercial culture is produced today. Serazio goes behind-the-scenes with symbolic creators to appreciate the professional logic informing their work, while giving readers a glimpse into this new breed of “hidden persuaders” optimized for 21st-century media content, social patterns, and digital platforms. Ultimately, this new form of marketing adds up to a subtle, sophisticated orchestration of consumer conduct and heralds a world of advertising that pretends to have nothing to sell. Michael Serazio is an Assistant Professor in the Department of Communication at Fairfield University. An award-winning former journalist, he continues to write about popular culture, advertising, and new media for The Atlantic, among other publications. In the Postmillennial Pop series


Author : Alexandra George
Publisher : Cambridge University Press
Release : 2012-03-12
Page : 405
Category : Law
ISBN 13 : 1107014611
Description :


What is "intellectual property"? This book examines the way in which this important area of law is constructed by the legal system. It argues that intellectual property is a body of rules, created by the legal system, that regulate the documented forms of abstract objects, which are also defined into existence by the legal system. Intellectual property law thus constructs its own objects of regulation, and it does so through the application of a collection of core concepts. By analyzing the metaphysical structure of intellectual property law and the concepts the legal system uses to construct "intellectual property," the book sheds new light on the nature of this fascinating area of law. It explains anomalies between social and intellectual property uses of concepts such as authorship - here dubbed "creatorship" - and originality, and it helps to explain the role of intellectual property from a structural (rather than the traditional normative) perspective.


Author : Vlad Petre Glăveanu
Publisher : Springer
Release : 2017-01-21
Page : 782
Category : Psychology
ISBN 13 : 1137463449
Description :


This groundbreaking Handbook brings together leading international experts in creativity and culture research to provide an overview of current debates. It showcases the wealth of topics, approaches and definitions specific for this new, interdisciplinary field within creativity research. The theoretical and methodological innovations emerging from the joint study of creativity and culture highlight the role of creativity within today's innovation-based, multicultural societies. Drawing on theoretical and empirical reflections, including case studies from different continents and different creative domains, this Handbook provides a truly global outlook on current creativity research within an emergent, interdisciplinary field. This variety is highlighted by the Handbook's structure as it is divided into five sections: Creativity and Culture in the Psychology of Creativity; Creativity in Socio-Cultural Psychology; Creativity in Cultural Context; Creativity and Culture in Applied Domains; Cross-disciplinary Perspectives on Creativity and Culture. These sections provide a clear overview of the debates and questions of this research area as contributors share their interest in creativity not only as an individual but also a social and cultural phenomenon, and in culture as both the foundation and outcome of creative action. The Handbook will be an essential resource for researchers, particularly those based in social science and humanities disciplines.


Author : John M. T. Balmer
Shaun M. Powell
Publisher : Springer
Release : 2016-11-14
Page : 205
Category : Business & Economics
ISBN 13 : 1352000083
Description :


This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.


Author : Joeri Van Den Bergh
Mattias Behrer
Publisher : Kogan Page Publishers
Release : 2013-03-03
Page : 288
Category : Business & Economics
ISBN 13 : 074946805X
Description :


How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.


Author : David Vinjamuri
Publisher : John Wiley & Sons
Release : 2008-03-31
Page : 224
Category : Business & Economics
ISBN 13 : 9780470282083
Description :


Every year, thousands of new business are started by people with no knowledge of modern marketing at all?and some of them survive and thrive. Accidental Branding tells the story of seven "accidental" brands and how their founders beat bigger competitors by breaking the standard rules of marketing. Successful brands like Burt's Bees, J. Peterman, and Clif Bar reveal how doing things differently can lead to big-time success. If you're an entrepreneur or a marketer, this guide will show you how to build stronger brands.


Author : Tilde Heding
Charlotte F. Knudtzen
Publisher : Routledge
Release : 2008-12-19
Page : 288
Category : Business & Economics
ISBN 13 : 1134068298
Description :


For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"


Author : Mara Einstein
Publisher : OR Books
Release : 2016-09-01
Page : 250
Category : Business & Economics
ISBN 13 : 1682190439
Description :


From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.


Author : Luca M. Visconti
Lisa Peñaloza
Publisher : Routledge
Release : 2020-05-04
Page : 528
Category : Business & Economics
ISBN 13 : 1351358820
Description :


Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors’ primary research with a range of companies including Cadbury’s Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.


Author : Michael Beverland
Publisher : SAGE
Release : 2018-01-08
Page : 416
Category : Business & Economics
ISBN 13 : 1526415895
Description :


Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand's identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.


Author : Sotiris T. Lalaounis
Publisher : Routledge
Release : 2020-12-31
Page : 440
Category : Business & Economics
ISBN 13 : 1000298183
Description :


Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development. This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights.With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, Yo!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.


Author : Simon Middleton
Publisher : John Wiley & Sons
Release : 2010-06-29
Page : 358
Category : Business & Economics
ISBN 13 : 9780857080349
Description :


You don't need a marketing degree or intensive training to build an attention-grabbing brand; you just need this book - and 30 days. Simon Middleton shows you how to create, manage and communicate your brand profoundly and effectively, in just 30 days, by following 30 clear exercises. How you work through the book is up to you, the result will be the same: an authentic, compelling, and highly distinctive brand that will attract and engage customers and fans. You will learn how to: Establish your brand values and positioning Get the all-important name right Bring your brand to life Turn your customers into your advocates Manage your PR and use your marketing budget wisely Inspire your staff to live the brand too Deal with problems when something goes wrong Branding isn't about funky logos and expensive advertising. Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business. 'Passionate and persuasive, Simon Middleton has a natural instinct for uncovering the Wow! factor in every brand.' Dawn Gibbins MBE, Veuve Clicquot Business Woman of the Year and Star of Channel 4's The Secret Millionaire