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Brand Hijack
Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses industry crises such as media saturation, consumer evolution and the erosion of image marketing. However, following the book's advice will require some untraditional - even counterintuitive - steps. This type of marketing is not for everyone, you must be confident enough to stop clamouring for control and learn to be spontaneous. Brand hijacking relies on a radical concept - letting go.
Summary: Brand Hijack
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 ...
Enlisting Madison Avenue
Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and ad...
Peak
After fifteen years of rising to the pinnacle of the hospitality industry, Chip Conley's company was suddenly undercapitalized and overexposed in the post-dot.com, post-9/11 economy. For relief and inspiration, Conley, the CEO and founder of Joie de Vivre Hospitality, turned to psychologist Abraham Maslow's iconic Hierarchy of Needs. This book explores how Conley's company "the second largest boutique hotelier in the world" overcame the storm that hit the travel industry by applying Maslow's theory to what Conley identifies as the key Relationship Truths in business with Employees, Customers and Investors. Part memoir, part theory, and part application, the book tells of Joie de Vivre's remarkable transformation while providing real world examples from other companies and showing how readers can bring about similar changes in their work and personal lives. Conley explains how to understand the motivations of employees, customers, bosses, and investors, and use that understanding to foster better relationships and build an enduring and profitable corporate culture.
Business Innovation Insights (Collection)
An up-to-the-minute collection of techniques for jumpstarting innovation in any market, product, service, or process Hot new ideas for supercharging business innovation in any market, right now: 4 extraordinary books from world-renowned pioneers in all facets of innovation! This 4-book package brings together today’s fastest, most powerful, most realistic solutions for jumpstarting innovation -- whatever you sell, whatever industry you’re in! You’ll discover how to change the playing field, leverage your customers’ insights and expertise, uncover huge unmet needs, craft great customer experiences, and make innovation repeatable throughout your organization. In Predictable Magic, vete...
Your Ad Here
2015 Susanne K. Langer Award for Outstanding Scholarship, Media Ecology Association 2013 Book of the Year, Visual Communication Division, National Communication Association 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 creati...
The Brand Innovation Manifesto
The days of the image brands are over, and new marketing has gone mainstream. The worlds biggest companies are pursuing a post-advertising strategy, moving away from advertising and investing in leading edge alternatives. In the vanguard of the revolution has been John Grant, co-founder of the legendary agency St. Lukes and author of The New Marketing Manifesto, whose radical thinking has informed a generation. Now Grant is set to stun the industry again. In The Brand Innovation Manifesto, he redefines the nature of brands, showing why old models and scales no longer work and revealing that the key to success today is impacting peoples lifestyles (think Starbucks, iPod and eBay). At the heart of the book is the concept of the brand molecule to which new cultural ideas can be constantly added to keep pace with change. Cataloguing 32 classes of idea, Grant presents a practical approach to mixing and matching them within your own market to develop new brand ideas - and new ideas for existing brands.
Dirty Little Secrets of Buzz
In Dirty Little Secrets of Buzz, veteran PR stunt-planner David Seaman brings a fresh, counterintuitive new-media approach to the traditional marketing and PR handbook.
OUTSOURCING 3.0 - Outperform: Outsource: Outprofit
Besides the 3 O’s of Outperforming & Outprofiting via Outsourcing, it also signifies that we are now into the third generation of outsourcing. In the first generation, before the 80’s, outsourcing was mainly cost driven. In the second generation, in the 90’s, arrived the capabilities and value driven outsourcing. The key focus was on how to extract the maximum value out of an outsourcing relationship. Only recently, in the third generation are we moving into the strategy driven outsourcing paradigm. This subtle shift is leading the business leaders to question that very underpinnings of a modern organisation. The key focus is “How can outsourcing assist in driving even more strategic...
Brains on Fire
Develop and harness a powerful, sustainable word-of-mouth movement How did the 360-year-old scissor company, Fiskars, double its profit in key markets just by realizing its customers had already formed a community of avid scrapbookers? How is Best Buy planning to dominate the musical instruments market? By understanding the Brains on Fire model of tapping movements and stepping away from the old-school marketing "campaign" mentality. Brains on Fire offers original, practical and actionable steps for creating a word-of-mouth movement for corporations, products, services, and organizations. It takes you step-by-step through the necessary actions needed to start your own authentic movement. Develop and harness a powerful, sustainable, word-of-mouth movement Describes 10 lessons to master and create a powerful, sustainable movement The Brains on Fire blog is often ranked in the top 100 of AdAge's Power 150 Marketing Blogs
