11/8/2022 0 Comments Takeover synonym![]() ![]() The two segments were required to spread the story to own the story or brand as if they were "in the know" so it could spread to mass. This story helped create a pulling mythology about the Blair With within the horror and college segments that eventually spilled out into mass. They even shot a "documentary" about the Blair Witch that was shown on TV. Instead of doing the typical film circuit, they hit college campuses with advanced screenings and placed "missing" flyers of the cast. Years before the movie was shot, the creators used horror message boards to seed ideas of the Blair Witch myth. The Blair Witch movie is most illustrating. Once the fringe has created what the brand means, mass may pick it up and more traditional media tactics should be used. He uses various case studies like Doc Maartens, PBR, Napster and Blair Witch to illustrate how this plays out in the market. He focuses primarily on the beginning stages of launching a brand to the fringe and allowing them to create its identity. He writes about the need to view media sequentially, using a different tactic for each phase of a go-to-market plan. Most would say he "gets it" when it comes to brand identity in the marketplace. Once the frin Wipperfurth is in touch with his audience. ![]() Wipperfurth is in touch with his audience. “ Brand Hijack is a smart…argument for letting customers define a brand.” offers a glimpse into America’s consumer- and ad-driven culture.” With casual humor and a laid-back tone, Wipperfürth. “This is not your ordinary marketing manual. “Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques.” But they work, which is more than you can say for perhaps 90 percent of marketing communications.” BACKCOVER: “Alex Wipperfürth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. 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. ![]() Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.īrand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. Don’t let the all- too-clever subtitle fool you. Welcome to marketing without marketing: the emergence of the hijacked brand. ![]() How do these “accidents” really happen, and why do they ultimately succeed or fail? Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing.
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