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Brand Hijack
Penguin Group Inc. 2006; US$ 11.99“Mr Wipperfurth makes an intriguing case for abandoning traditional techniques.” —Stefan Stern, Financial Times. Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these “accidents” really happen, and why do they ultimately... more...
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