(品牌绑架：无营销的营销)Brand Hijack: Marketing Without Marketing

This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth, a marketer who helps brands like Dr. Martens and Napster "appear like serendipitous accidents," advocates the "brand hijack," a process of allowing customers to shape brand meaning and drive a brand's evolution. Using case studies of products that were embraced by young consumers precisely because they lacked traditional, excessive ad campaigns, like Pabst Blue Ribbon and In-N-Out Burger, Wipperfürth shows that seemingly effortless branding is actually sustained by "no-marketing" techniques. Some of these tactics include marketing first to alternative subcultures and building a brand "folklore" with "customs, rituals, vocabulary...and experiences," much in the way that he claims "Starbucks created coffee culture." The book designates three types of brand hijack: the Discovery, which allows people to feel "in on a secret" (à la Palm); the Commentary, by which a brand like Dr. Martens is associated with a subversive social statement; and the Mission, which "declares a worldview oppositional to a 'Big Brother' enemy" (à la Apple). While the book speaks specifically to marketers, it offers a glimpse into America's consumer- and ad-driven culture, and even lay readers will be fascinated to learn about the sly techniques being utilized on them. That pair of expensive pre-ripped jeans will never look the same.
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Alex Wipperfürth, 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.

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A book about “marketing without marketing” doesn’t need any hype. Instead, here’s an excerpt from chapter one:

Welcome to marketing without marketing: the emergence of the hijacked brand. Don’t let the all-too-clever 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.

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...

But be forewarned: Following the book’s advice will require some untraditional—even counterintuitive—steps on the part of modern marketers. This type of marketing is not for everyone. You must be willing to let the market take over. You must be confident enough to stop clamoring for control and learn to be spontaneous. You must be bold enough to accept a certain degree of uncertainty in the handling of your brands.

Brand hijacking relies on a radical concept—letting go. What a frightening, yet oddly liberating, thought.

PART I: MARKETING WITHOUT MARKETING
　Chapter 1. The "No Marketing" Myth
PART II: THE HIJACK
　Chapter 2. Public ProperW. The Serendipitous Hijack
　Chapter 3. The Marketer's Guide to the Serendipitous
　Chapter 4. A "No Marketing" Illusion:The Co-created Hijack
　Chapter 5. A Dangerous Attitude
　Chapter 6. The Marketer's Guide to the Co-created Hijack
PART III: THE HIJACK, CORPORATE STYLE
　Chapter 7. Brand Hijack Candidates
　Chapter 8. The Marketer's Guide to the Corporate Hijack
　Chapter 9. The Dawn of the Next Marketing Era
PART IV: THE HIJACKER
　Chapter 10. The Consumer Collective
　Chapter 11. The Inner Workings of the Brand Tribe
　Chapter 12. The Funny Business of Earning Consumer　Devotion
PART Y: THE BRAHD HIJACK ROADHAP
　Chapter 13. The Kick-Off: Hijack Ideation
　Chapter 14. Phase I: Tribal Marketing
　Chapter 15. Phase II: Co-creation
　Chapter 16. Phase III: Mass Marketing
PART VI:THE HIJACKER'STHREATS AND OPPORTUNITIES