‘The Secret’ is Out (of Stock)
Brand hijacking, word-of-mouth and a co-publishing deal have this controversial, self-help title flying off the shelves.
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Brand Hijacking
So how did a DVD documentary become a best-selling hardcover in such an overcrowded self-help market? Brand hijacking, says Curr.
“Brand hijacking is where the public says, ‘Just move out of our way. We want this, and we’re going to buy it.’ All we did was put it in front of people,” Curr says. “The book itself and the idea itself were absolutely of the moment, and that’s why it’s selling so well. But that’s half the trick of it, in my opinion.”
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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