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This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth, a marketer who helps brands like Dr. Martens and Napster "appear like serendipitous accidents," advocates the "brand hijack," a process of allowing customers to shape brand meaning and drive a brand's evolution. Using case studies of products that were embraced by young consumers precisely because they lacked traditional, excessive ad campaigns, like Pabst Blue Ribbon and In-N-Out Burger, Wipperfürth shows that seemingly effortless branding is actually sustained by "no-marketing" techniques. Some of these tactics include marketing first to alternative subcultures and building a brand "folklore" with "customs, rituals, vocabulary...and experiences," much in the way that he claims "Starbucks created coffee culture." The book designates three types of brand hijack: the Discovery, which allows people to feel "in on a secret" (à la Palm); the Commentary, by which a brand like Dr. Martens is associated with a subversive social statement; and the Mission, which "declares a worldview oppositional to a 'Big Brother' enemy" (à la Apple). While the book speaks specifically to marketers, it offers a glimpse into America's consumer- and ad-driven culture, and even lay readers will be fascinated to learn about the sly techniques being utilized on them. That pair of expensive pre-ripped jeans will never look the same.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
In an age of marketing saturation, consumers are pleading with advertisers to "tone down the relentless yammering; you're talking too loud for us to listen." As backlash to constant media hype, products sometimes become "hot" when consumers ignore corporate America's overt advances and embrace independent products such as Doc Martens, Red Bull, Napster, and Starbucks, creating a cult following and effectively hijacking the brand as their own. Even Pabst Blue Ribbon beer has made a comeback recently precisely because it is the antithesis of a microbrew. So how do you market to an audience that rejects marketing? Wipperfurth explains how to walk this thin line by "seeding" the right audience to create a buzz and patient development of brand recognition. Of course, there is no guarantee that any of this will work, but Wipperfurth has the expertise to give you an advantage over the big guys. He has been called "a marketing subversive . . . The guy who will make your brands cool" by Adweek and is a partner at marketing boutique Plan B in San Francisco. David Siegfried
Copyright © American Library Association. All rights reserved --This text refers to an out of print or unavailable edition of this title.