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Brand Hijack: Marketing without marketing
By Alex Wipperfürth
Portfolio
brandchannel.com says: In advising brands to "let go of the fallacy that your brand belongs to you. It belongs to the market," the author endorses embracing consumers who shape the meaning of a brand beyond its origins—that is, hijack the brand. The strength of a brand such as Dr. Martens shoes, for example, comes from loyal consumers outside its original market.
The author also discusses "overnight success" brands, such as Red Bull, that were actually the result of cautious, under-the-radar planning that took place well in advance. In each case, the brand was flexible, patient, and respectful of its audience—as if the consumer were a co-creator of the brand.
But lest you consider firing your marketing department and throwing your brand completely to the whims of the market, he cautions, "let consumers fine-tune products, not create them." (AZ, Dec-06)
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