Brand Hijack: Marketing Without Marketing
A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.
Alex Wipperfrth, called a marketing subversive... The guy who will make your brands cool by "Adweek," is a partner at marketing boutique Plan B in San Francisco. He helps brands like Pabst Blue Ribbon, Napster, and Dr. Martens appear like serendipitous accidents.