February 14, 2005
Brand Hijack - Part I
Brand Hijack: Marketing without Marketing
by Alex Wipperfurth
Portfolio - February 2005
288 Pages - ISBN 1591840783
Wipperfurth has the best case study I have seen on Red Bull. I don't have enough room here to excerpt the whole thing. So I will give you a taste and let you know that the case itself is enough reason to go buy the book. You'll find the analysis in Chapter 4.