Genuine Hype

In his book Brand Hijack – marketing without marketing, Alex Wipperfürth studies how Doc Martens, Napster, The Blair Witch Project and other projects/brands were able to rise above the noise of regular marketing tactics and use crowds to shape brand meaning and create buzz. One of the key take-aways from the book for me is [...]

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Perhaps you’re familiar with the way hype—real, genuine hype—builds around anything. We build organic, almost grassroots buzz that you hear with your ear to the ground. I was talking to my friend and they mentioned a service, it was just a comment about how amazing they were, but I took note. (call it business intelligence) [...]

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