Brand Hijack: When Your Brand Has Customers You Might Not Want

by Greg Thomas

At one time or another, your brand image might not only be skewed from its original identity but also adopted or "hijacked" by totally unintended market segments. Likewise, in brand management, there are times when we craft a brand identity that targets a specific market segment and everything progresses smoothly. Then one day an unintended market segment decides to hijack your brand. Is brand hijacking a blessing—or a curse? ... cont'd

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