Brand Hijack

The purpose of Brand Hijack is to demystify the modern brand and make the next generation of marketing both practical and actionable. Brand hijacking relies on a radical concept — letting go.

This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create such stars with careful planning and huge advertising campaigns, in fact many of these brands were ignored before they emerged into the mainstream. Fringe groups popularised them, created their images and made them generally successful, often with no professional involvement at all. ?. In a world of repetitive marketing books, this one stands out as refreshing and insightful, complete with numerous case studies and extensive endnotes. It can reinvigorate your creative marketing as it explains the unexpected.