A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.
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.
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 ISBN: 0814745474 Size: 62.36 MB Format: PDF, Mobi View: 6088
“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
Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Trillions of dollars are at stake. Brands know a new approach is needed. But most don’t realize the strategic underpinnings need to change. Great brands are no longer built through interruptive advertisements. Friction argues that brands don't simply need clever messages or new, shiny technologies. They need a fundamental change in strategy. Friction provides a system for embracing transparency, engaging audiences, creating evangelists, and unleashing unprecedented growth. The authors of Friction have worked on some of the industry's most innovative assignments for the world’s most successful brands. This groundbreaking book reveals how corporations can divorce themselves from legacy business models to create a passion brand. A brand that breaks its addiction to traditional advertising. A brand that empowers its customers. A brand that dominates the competition.
Author: Julian Ford Publisher: Sourcebooks, Inc. ISBN: 1402273290 Size: 19.85 MB Format: PDF, Docs View: 3316
What do you do when stress takes over your life, and nothing you do to feel better seems to work? When you... •Melt down over the smallest things •Get angry at the people you love •Choke under pressure •Feel tense and worried all the time •Procrastinate or give up in the face of a crucial deadline •Use food, alcohol, gambling, or other addictions to cope •Dwell on the past when you just want to move on Hijacked by Your Brain is the first book to explain how stress changes your brain and what you can do about it. Stress is not the enemy. In order to reduce stress, you have to understand why your brain causes you to feel stress and how you can take advantage of it to handle the high-stress people and situations in your life. This groundbreaking book reveals the step missing in most stress reduction guides. We can't stop stress, but we can control the effect stress has on us. Hijacked by Your Brain is the user's manual for your brain that shows you how to free yourself when stress takes over.
Author: Marty Neumeier Publisher: New Riders ISBN: 0134172973 Size: 65.61 MB Format: PDF View: 3698
Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out–not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Author: Ben Parry Publisher: Liverpool University Press ISBN: 1846317517 Size: 11.49 MB Format: PDF, ePub, Mobi View: 261
Working in cities from Liverpool and Glasgow to Paris and New York, the interventionist artist transforms ordinary urban spaces, disrupting everyday life in ways that reinvent the way we encounter and experience art and compelling people to act and think differently about the world around them. Providing incisive new insights into the work and life of the artist,Cultural Hijack examines how these artists use the city as a playground, a stage, or an instrument for unsanctioned artworks, informal creative practices, activist interventions, and political actions. Drawing on a series of essays, personal testimonies, and original interviews from artists such as Tatsuro Bashi, BGL, Gelitin, Michael Rakowitz, and Krzysztof Wodiczko, this illuminating work enlarges our understanding of the creative process and how artists are developing new weapons in the arsenal of critical resistance, both emancipating and expanding the spaces of artistic and cultural production.