Far too often companies buy into the notion that the image they present (or solicit and shape via a manufactured "brand hijack") is going to be sufficient to sell a product. Often, however, if the resulting product sucks, the tribe is quite quick to move on. Indeed, that is really part of the dilemma marketers face in dealing with consumers who don't like marketing; savvy consumers understand that they're being played, and they're willing to tolerate the game as long as they sense that the company is playing fairly and providing a product that satisfies them. If Apple had created a crappy mp3 player and attempted to market it, there wouldn't be the kind of "communal community" of iPod users there is today. I can understand why the author might believe that the communal link is of critical importance, but I really think there's a corollary being missed here: the "link" is only sustainable to the extent that there is a product which satisfies the community. If the community becomes dissatisfied, either because they sense that the company is somehow "selling out" or because of a sense that the product does not meet expectations, they'll bail.
That said, I found Brand Hijack to be a fascinating glimpse inside the world of modern marketing. Some of the comparisons between "brand tribes" and cults were actually a bit eerie, but what was perhaps a bit more unsettling was simply the fact that even those who think they're resistant to marketing may not be as immune as they believe. After all, as the author points out, many of today's most ardent anti-brand communities are some of America's most "logo-loyal" consumers, at least when it's their brand. "Cases in point: anti-corporate bike messengers like Kyle Hanson swear by their Timbuk2 bags. Burning Man free spirits like "Ginger" think old-school VW bugs are the only way to travel." Ultimately, empowered, media-savvy consumers don't preclude the game of marketing; they just change the rules and the balance of power. In that regard, Brand Hijack is an engaging examination of the new playing field.
Article comments
1 - Kevin Holtsberry
Good review. There is a missing close to a hyperlink, however, that is messing up the formating.
2 - Bill Wallo
Thanks, fixed it. :)
3 - Michael
This new pattern occurs because buyers are more sophisticated, so they're buying more PBR? Um.
4 - Bill Wallo
The fact that consumers are more resistant to marketing or more savvy about blatant efforts to get into their pocket doesn't prevent them from chasing "hip" or occasionally lacking taste buds. :)
5 - Eric Berlin
I always get sucked right into your reviews, Bill. This one especially interests me as I'm just finishing up William Gibson's Pattern Recognition and its heroine "cool hunter." Great stuff.
This book review has been selected for Advance.net. You�ll be able to find this and other Blog Critics reviews at such places at Cleveland.com�s Book Reviews column.
6 - Bill Wallo
Eric -
Thanks for the kind words. I take it you enjoyed Pattern Recognition? I haven't read it yet, although I've picked it up more than a few times.
7 - Eric Berlin
It's actually the first Gibson novel I've read, surprisingly enough. It starts off slightly slow but picks up speed throughout. All in all it's great fiction -- fast-paced and taut and interesting.
8 - marie
I disagree with the comment about people buying pepsi, because, it is in Jeff Gordon's contract. Nascar fans are very loyal to their drivers and my family will buy merchandise supporting our drivers over anything else.
9 - GOMEZ
Ok, the products quality is key... he dosent say that`s not true, if you re-read the book you will find out that he explians that consumers, besides, knowing about marketing strategy they understand that the quality in some products is not far from each other. (coke and pepsi, etc)
you cant use this kind of marketing in every product or service, you have to create a new strategy for every one, that includes all the instruments you can, to get where you want.