Brand Hijack

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Don't let the subtitle fool you: far from representing the absence of marketing, this approach is the most complex sort of marketing possible, as well as the least understood. This book presents an alternative to conventional marketing wisdom, one that addresses industry crises such as media saturation, consumer evolution, and the erosion of image marketing. But be forewarned: Following the book's advice will require some untraditional--even counterintuitive--steps on the part of modern marketers. You must be willing to let the market take over. You must be confident enough to learn to be spontaneous. You must be bold enough to accept a certain degree of uncertainty in the handling of your brands.--From publisher description