February 14, 2005
Excerpts: Brand Hijack - Part I
Brand Hijack: Marketing without Marketing
by Alex Wipperfurth
Portfolio - February 2005
288 Pages - ISBN 1591840783
Wipperfurth has the best case study I have seen on Red Bull. I don't have enough room here to excerpt the whole thing. So I will give you a taste and let you know that the case itself is enough reason to go buy the book. You'll find the analysis in Chapter 4.
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.