Brand Hijack: Marketing Without Marketing

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brand_hijack.jpg

Brand Hijack: Marketing Without Marketing

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A brand hijack can be orchestrated by a company, in which they let their early consumers shape the brand, only stepping back in once it has reached critical mass. This book discusses several examples of brands which exploded after being hijacked by its users. It also describes specific methods by which companies can find the correct early market to hijack their brand. Business leaders must let go of the idea that the brand belongs to them. Instead, they should recognize the modern cultural shifts towards small digital tribes centered around brands. Marketers can capitalize on these tribes to maximize their brand’s potential.

”Brand Hijack (n): a consumer takeover in which consumers commandeer a brand from the marketing professionals and then drive its evolution.”

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