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COPYRIGHT 2005 The Miami Herald
Byline: Richard Pachter
Mar. 28--Brand Hijack: Marketing Without Marketing. Alex Wipperfürth. Portfolio. $24.95.
Marketers are scared to death. Though advertising is omnipresent, most of it is stunningly ineffective. Consumers are growing immune to the hype and gimmickry. Once upon a time, "new and improved" grabbed our attention, but now it's a joke, a self-referential acknowledgement that clever slogans and catchy jingles usually don't motivate purchases.
Yet, some products and services manage to capture consumers' imaginations and generate sales. New brands like Red Bull and Apple's iPod, and old brands like Pabst Blue Ribbon Beer somehow became viable...
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