Heintz Art Metal: Silver-On-Bronze Wares

Book Description

The American Arts and Crafts Movement flourished briefly but brilliantly during the early years of the twentieth century. It was during this era that the Heintz Art Metal Shop and its successor the Smith Metal Arts Company (Silver Crest) produced decorative bronze wares of the highest quality. Today's avid interest in Arts and Crafts furnishings and accessories has collectors searching for examples made by these two firms. This book provides collectors and dealers alike with a pictorial panorama of such Heintz and Silver Crest items as bowls, jewelry, trophies, vases, and desk pieces, as well as essential data regarding value, rarity, maker's marks, and company histories.

Customer Reviews:

Not what I expected - ALL FLUFF-- NO SUBSTANCE.......2007-01-31

Well.. the book is 17 years old...has many pretty pictures. Price guide is so far out of date is it unusable. Cant take in to account the Ebay factor w/prices...(SUPPLY -VS- DEMAND.) In short it is like comic book..Not really useful info; just FLUFF . Some nice pics...should be priced at 5.99 NOT - $20. Not useful to collector OR DEALER as its more of a show and tell book, w/ verY little tell. Would not recommend, unless you want to look at the pretty pics of items most of us have seen before...thats all that is in the book . NOT GOOD FOR A REFERENCE GUIDE -
:(

Book Description

Digital video students and enthusiasts must learn lighting fundamentals and techniques to enhance the visual quality of their work. Moreover, since lighting specifications for digital video differ significantly from those for analog video or film, professional videographers and cinematographers must learn how to adapt their lighting skills for this new digital medium to ensure that the final product meets broadcast standards.

This complete course in digital video and television lighting begins with how the human eye and the camera process light and color, progresses through the basics of equipment and setups, and culminates with practical lessons on how to solve common problems. It features clear illustrations and real-world examples that demonstrate proper equipment use, safety issues, and staging techniques. Detailed diagrams, figures, and photos illustrate techniques that enable novices to complete basic lighting setups. This new edition also features a 16-page color insert and new chapters on interview setups and lighting for low budgets.

Get a complete course in video and television lighting from a seasoned pro. Detailed illustrations and real-world examples demonstrate proper equipment use, safety issues, troubleshooting, and staging techniques. This new edition features an 8-page 4-color insert and new chapters on interview setups, as well as low-budget lighting set-ups.

Customer Reviews:

Just brilliant insight. really easy to read. .......2007-08-28

This book changed my perspective of lighting being a beginner and it gave me so much insight and the buzz words to work with the pros... Truly enjoyed it and refer to it often! (NO I am not the author)hehe I just really liked it. It rocks!!

A Must Purchase for the Filmmaker.......2007-08-23

Lighting for Digital Video & Television introduces the basics of lighting for film and video in a very concise and lucid manner. The information published here will serve the filmmaker with very little or no budget as well as those with professional budgets. The author presents both relevant theory and practical advice. The single best book I have purchased on the subject of lighting for video.

putting the 'lights' in "lights; camera; action".......2007-06-27

This content of this book is consistent with the "DV Expert series" range, which I would say are aimed at the novice who has discovered that 'automatic' settings don't really work in most situations and want to understand why and how to start taking their abilities up to the intermediate level.

There are many books on lighting out there, be it for still photography, stage lighting, etc and they all cover the same basic 3 point lighting principles, however this book builds upon this by showing how certain aspects relate to digital video. It also throws in real world examples of lighting situations likely to be encountered and ways to work with them.

I think this is a great book for anyone with a consumer/prosumer video camera and wants to get to grips with subject lighting.

Great for the newbie or wanting to go pro.......2007-01-10

I found this book to be exactly what I needed. I knew a bit about lighting, enough to get by, but I didn't have any real experience so I wasn't sure some of the equipment that was out there aside from what I see on ebay. For anyone looking to learn about how to do lighting for small DV/film productions this is a great book to start. There's some good technical background if you're like the rest of us and have to get by doing camera & lighting yourself...

Great for DV Shooters!.......2006-12-02

I found that this book was full of good information. I have been shooting in the DV format for nearly ten years and I definately learned some new tricks. John Jackman brings a great mix of technical and artistic ideas into his approach of lighting. This book is great for the beginner as well as the seasoned veteran. I would have liked to see more on lighting for the moving camera and action, but that's a whole other book.

Book Description

Jules Feiffer's historic essay, available again in a compact and affordable size.

Fantagraphics is proud to publish Jules Feiffer's long out-of-print and seminal essay of comics criticism, The Great Comic Book Heroes, in a compact and affordable size. In 1965, Feiffer wrote what is arguably the first critical history of the comic book superheroes of the late 1930s and early 1940s, including Plastic Man, Batman, Superman, The Spirit and others. In the book, Feiffer writes about the unique the place of comics in the space between high and low art and the power which this space offers both the creator and reader.

The Great Comic Book Heroes is widely acknowledged to be the first book to analyze the juvenile medium of superhero comics in a critical manner, but without denying the iconic hold such works have over readers of all ages. Out of print for over 30 years, Feiffer's book discusses the role that the patriotic superhero played during World War II in shaping the public spirit of civilians and soldiers, as well as the escapist power these stories held over the zeitgeist of America.

With wit and insight Feiffer discusses what the great comic book heroes meant to him as a child and later as an artist; along with his trenchant and wryly-written commentary, the book includes numerous illustrated examples of strips and characters discussed.

Customer Reviews:

An enjoyable look into the background of the heroes.......2005-03-20

Comic books are a passion for many young people, and since they are more fantasy than fiction, close scrutiny of their purpose and meaning is often unproductive. Using the laws of chemistry, physiology and physics to examine the powers of Superman and Wonder Woman is equivalent to peeking behind the curtain in the great hall of the wizard of Oz. That fatal flaw does not apply to this critique.
While Feiffer occasionally raises issues with the factual justification of the super hero, he does so in such a way that it does not offend anyone that wants to maintain the illusion. The unpretentious way in which he discusses the comics and their role in the world overwhelms the stripping of the veneers. He begins with the comics that appeared in the newspapers, descriptions of adventurers, lawmen and bad guys. His explanation of the greatest change ever to take place in the comics, the development of the super hero, is superb. The creators of Superman were geniuses, not only in his origins, but the development of the alter ego and the inclusion of his weaknesses. An invulnerable super being would soon become boring, as there would never be any real threat to his success and human interaction would be the equivalent of a Greek god interacting with a pathetically weaker human. His role as Clark Kent forced Superman to be a person, with feelings, weaknesses and emotions, even if only feigned. His vulnerability to Kryptonite meant that even humans could have a chance of defeating him.
This history of the development of the comic book super hero is well written and very informative. It describes some of the inside maneuvering, including a few involving the legal system, between the creators of the heroes. Sometimes there were even understandings regarding what kind of costume the different heroes could wear. I enjoyed reading it very much.

Inspiration for Kill Bill.......2004-12-07

I ordered this book as soon as I found out that Tarantino lifted Carradine's infamous Superman speech from Feiffer. After skimming through about 80 pages of comic book history, I soon discovered that the Carradine/Tarantino delivery/rework of Feiffer's Man of Steel expose surpassed the original in both style and content. I guess you have to give credit to Jules for being the original comic book scholar. However, I'll just save you the money for this book and reprint Bill's rendition below. Feel free to paypal me if you'd like.

"An essential characteristic of the superhero mythology is, there's the superhero, and there's the alter ego. Batman is actually Bruce Wayne, Spider-Man is actually Peter Parker. When he wakes up in the morning, he's Peter Parker. He has to put on a costume to become Spider-Man. And it is in that characteristic that Superman stands alone. Superman did not become Superman, Superman was born Superman. When Superman wakes up in the morning, he's Superman. His alter ego is Clark Kent. His outfit with the big red "S", that's the blanket he was wrapped in as a baby when the Kents found him. Those are his clothes. What Kent wears, the glasses, the business suit, that's the costume. That's the costume Superman wears to blend in with us. Clark Kent is how Superman views us. And what are the characteristics of Clark Kent? He's weak, he's unsure of himself... he's a coward. Clark Kent is Superman's critique on the whole human race. Sort of like Beatrix Kiddo and Mrs. Tommy Plympton."

Fun, Pseudo-Intellectual Scholarship for Comic Book Fans!.......2004-07-12

This here review is about the current version of this book, which you actually CAN buy on Amazon.com; not the "legendary" 1965 original hard cover version, which features 125+ pages of color reprints of Golden Age comics, not in this current version. Although, I must say that having heard of the 1965 book, through the years, is the only reason that I read this book, out of curious anticipation of a good, intellectual essay about a favorite throwaway pasttime -- comics.

For those who loved comics as a kid, and as an adult can still look back with warm nostalgia upon the topic, you will enjoy this book.

It is interesting to read smart commentary about the early days of the comics industry, how comics were perceived by serious fans back then, and how much I can relate to the point of view of the author, who is such a comics fan that he built a successful career on it.

Some of Feiffer's points are a bit too personalized, yet still worthy of consideration. He points out a lot of aspects about famous comic book heroes that we can instantly recognize as true, and perhaps even enlighteningly insightful, but we would never have thought deep enough on the topic to have come to those conclusions ourselves, without having Jules Feiffer pointing them out. These insights tend to get very psychological and fascinating in their scope and implications concerning why these characters appeal to fans, subconsciously. For instance:

"Kent was not Superman's true identity... Clark Kent was the fiction... the put-on... The truth may be that Kent existed not for the purposes of the story but for the reader. He is Superman's opinion of the rest of us, a pointed caricature of what we... were really like. His fake identity was our real one. That's why we loved him so."

Feiffer also goes into the love triangle of Clark Kent's unrequited love for Lois, her unrequited love for Superman, who wants her to love Clark, etc.

One bit of comics history that I learned was that the company that put out Superman had a real world legal claim against any other comic heroes getting their superpowers by being from outer space. The company took legal action to prevent others from using the outer space angle. So the competitors turned to science to explain where the superpowers came from. The same can be said about Superman having a cape. A legal no-no for other companies to emulate, for a period of time, way back then.

Feiffer goes into similar reporting about other characters and trends from the early days of comic books.

Feiffer wraps up this short book by talking about WHY kids, (even when they've grownup), really need to read comics, to escape from the pressures of the real world for a time. Comics can be like a temporary escape hatch, to get renewed and refreshed, then go back into the real world.

A similar writer of books about comics that I can recommend would be Les Daniels, who has written many good books focusing on comics history as a whole, as well as books devoted to single characters, such as Batman or Superman. Daniels' books are more expensive than this Feiffer book, but they are also lavishly illustrated, about ten times more prose, and are more historically enlightening, if not as psychological as this Feiffer book.

All in all, Feiffer's writing reminds me of the the COMICS JOURNAL (a magazine publication, from Fantagraphics, the same company that published this current version of the book). I may not agree with what they are saying about comics, and how it reflects upon real life, but it sure is a mentally stimulating point of view that helps me to figure out why I enjoy and think about comics.

WHAT WAS THE SOURCE OF THEIR SUPER POWERS?.......2003-05-01

My review is based on the original 1965 hardbound Bonanza Books edition. I mention this because, according to another reviewer, the more recently released softbound edition is both abridged and without some or all of the color comics that make this book such a joy.

Feiffer writes several pages of introduction that trace both the history of comics from newspapers to comic books and his own development from a child infatuated with everything about comics and super heroes to an adult writer/cartoonist.

I grew up following the adventures of many of the comic book super heroes he presents here. (Comic books were in their heyday and cost 10 cents.) By the time I was "into" comics, these super heroes were already well established and their super powers were taken for granted. In THE GREAT COMIC BOOK HEROES, Feiffer includes many of the comic book sequences that reveal how these super powers came to be. Here's some of what I learned from Feiffer:

Superman, as most of us do know, was sent to earth as a baby from a planet whose destruction was imminent. Inhabitants of that planet were all endowed with what, on earth, were super powers.

Batman didn't really have super powers. From the time when, as a child, he saw his parents killed by gangsters, he trained his body and mind to function as a crime fighting machine.

The Human Torch was, in fact, not human. He was created in a lab.

The Flash got his superhuman speed as a result of breathing gas fumes during a lab accident.

The Green Lantern got his powers from a green ring made from a magic green lantern.

Captain America got his super powers from an injection of a secret formula. He was supposed to be one of many superior beings created to fight "the Nazi menace," but the scientist who invented the secret potion was killed by the Nazis before he could make any more. He took it's "recipe" to the grave with him. Thus, only one super hero, Captain America.

Plastic Man got his super powers from another lab accident in which he was exposed to a mysterious acid.

These are but a few of the Super Heroes, in their original comic book form, included in Feiffer's book. These, in particular, fill in missing backgrounds for me.

In these old comic books there was no confusion. There were "us good guys" and "those bad guys." And guess what - the good guys always triumphed.

The text is excellent, BUT..........2003-03-16

I own the ORIGINAL hardcover edition of this book... It was printed [a lot] in the 1960s and you SHOULD still be able to get a nice copy of it in good condition for [an amount of money]. ...

DON'T buy the reissue version of this book unless you DON'T want the reprints of the comics in the HC version in FULL color.

From what I understand from people who have bought the paperback reprint, the publisher has NOT reprinted the original stories in full color NOR have they reprinted the full pages, either!

Big disappointment for people who actually WANTED to read the original stories in addition to Feiffer's text. Perhaps the publisher could not obtain the rights to reprint the original stories in their entirety in full color, ...

Still, if you want to read the sentimental recollections of a old-time comic book fan, you could do a lot worse than Jules Feiffer's prose. It is amusing and worth half the admission price of what I paid for my hardcover copy.

The question YOU have to answer is -- do you want to pay for a book that's an abridged version of the original?

Average customer rating:
The Great Comic Book Heroes

Manufacturer: Bonanza Books
ProductGroup: Book
Binding: Hardcover

Batman | Media | Science Fiction & Fantasy | Subjects | Books
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Comic Book Encyclopedia: The Ultimate Guide to Characters, Graphic Novels, Writers, and Artists in the Comic Book Universe

ASIN: B000HOEGMW

Product Description

A lover of comics Jules Feiffer puts together strips mostly from WW2 including Superman, Captain Marvel, Batman, Human Torch, the flash, green lantern, the spectre, hawkman, wonder woman, submariner, captain america, plastic man, the spirit

The Great Comic Book Heroes: The Origins and Early Adventures of the Classic Super-Heroes of the Comic Books

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The Great Comic Book Heroes: The Origins and Early Adventures of the Classic Super-Heroes of the Comic Books

Manufacturer: The Dial Press, Inc.
ProductGroup: Book
Binding: Hardcover
ASIN: B000K771F0

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The Great Comic Book Heroes
Jules Feiffer
Manufacturer: The Dial Press
ProductGroup: Book
Binding: Hardcover
ASIN: B000OFYVB0

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Great Comic Book Heroes
Jules Feiffer
Manufacturer: DIAL PRESS
ProductGroup: Book
Binding: Hardcover
ASIN: B000U2GXQS

Average customer rating:

The Great Comic Book Heroes
Jules (complied, introduced and annotated by) Feiffer
Manufacturer: Bonanza Books
ProductGroup: Book
Binding: Hardcover
ASIN: B000OECY7E

The Great Comic Book Heroes (ISBN: 0803730454)

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The Great Comic Book Heroes (ISBN: 0803730454)
Jules Feiffer
Manufacturer: Dial Press
ProductGroup: Book
Binding: Paperback
ASIN: B000NQKFE2

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Great Comic Book Heroes
Jules Feiffer
Manufacturer: BONANZA BOOKS
ProductGroup: Book
Binding: Hardcover
ASIN: B000OLAAIM

Customer Reviews:

The only bar-guide review you'll ever need.......2004-01-16

I liked Jim Atkinson's "The View From Nowhere" so much that I bought five copies to lend to friends. Of course, some of them liked it so much that I'm now down to just one copy. I think it's one of the funniest books I've ever read, and it's certainly one of the most original.

Let's be plain -- as a guide to bars, the book is out of date, and even when current, the bars it covered were NOT bars for the average person. But none of that really matters because "The View From Nowhere" is much MORE than a guidebook. It's really a way of looking at life. If you've never been in a "bar-bar," this book will either make you want to visit one or make you more determined than ever NEVER to go near a "bar-bar." But if, like me, you're a fan of "bar-bars," you'll identify with "The View From Nowhere" and appreciate Atkinson's insights. Either way, you'll laugh.

The View From Nowhere.......2000-02-18

I first ran across this book in the Phoenix bar in Cincinnatti...there was a sign reading "this bar mentioned in Atkinson's The View from Nowhere". Deservedly so in the case of the Phoenix, an ultimate bar-bar (dive to some). This book is the bible and I know of no other works by the author. An update was promised but apparently never produced...it is sorely needed

Shamefully Out-Of-Print...Guide to Dives across the USA.......1999-03-05

Old school newsman Jim Atkinson wrote this book in 1987, and the meticulous research shows in this fine guide to the most serious drinking establishments in the United States. The research consisted of going across the US and spending a morning, afternoon, or an evening in the best "bar bars" in the city. No fern bars or pick up joints allowed. Each reviewed bar is rated using the Atkinson System ( between one and five points in such areas as Yuppie sightings (bad) "A little something to wash down my drink with" (food) and lighting. (bright=bad dark=good). My only gripe is that there are not enough bars reviewed, but hey, it's not MY liver doing the research. Also, the New Orleans section was rather spotty due to the research getting a little too intense. Atkinson explains this away as being due to the fact that "New Orleans--the entire TOWN is a bar bar." Also included along with the bar bar reviews is the Atkinson Field Guide, which includes tips on bar bar etiquette, species notes on bar bar regulars (these include Mr. Knowsitall, The Scoremaster, and Captain 86, who is always just on the edge of getting banned from the establishment. Fascinating reading. This guide is the first thing I pack when I go on the road for business or pleasure. Where have you gone Jim Atkinson? We need an update.

Book Description

“Fasten your seat belts. It’s going to be a bumpy night.”

Defining “gay perspective” is no easy task, but Don Reuter has created a star-studded new tribute to the Hollywood moments that give gay culture its own saucy language. Collecting the most memorable one-liners, gender benders, tearjerkers, nail-biters, and heart stoppers from the world’s most celebrated picture shows, Fabulous! is a campy, fun-filled companion to the movies that gay men love.

More than one hundred films are covered, from classics like All About Eve and Breakfast at Tiffany’s to newer films such as Chicago and Boogie Nights, accompanied by screen stills and snippets of dialogue that readers will know by heart—or want to instantly commit to memory. Dozens of selections include in-depth commentary featuring fun facts, vivid plot summaries, and a witty rundown of reasons for the movie’s gay appeal. Also included are sections devoted to the “gayest” made-for-TV movies, how to throw the perfect Oscar party, and a trivia quiz.

Hilarious, witty, thoughtful, and always surprising, Fabulous! is the absolute source for all things gay in cinema.

Customer Reviews:

trailing feathers and chiffon all the way.......2007-05-11

there are two likeable aspects to this cute little book.

the first is reuter's sprightly approach to his subject. he has a good time with his catalog of films. mind you, none of these films offers any surprises. at all. this are the films that most gay men pick as their all-time camp faves and each is well represented in this book.

the second, and even more likeable aspect of the book is the first chapter. it is a nicely written primer that situates the place these films play in the construction of a gay identity that is unique to western society. once again, it is largely male and is even further defined by race and class but it works as both entertaining reading and scholarly discourse on queer spectatorship.

A must- have for film lovers of all kinds.......2004-02-14

Mr. Reuter has written a wonderfully funny book with lots of information and pictures, all of which beautifully captures a clear love of movies. His unique perspective helps to both remind one of the pleasures of the one hundred films included within, as well as add a fresh dimension to our understanding of them. In addition, the book made me laugh out loud a number of times. A job well done.

Average customer rating:
THE REAL BOOK ABOUT EASY MUSIC- MAKING [ ILLUST. BY JEANNE BENDICK]
LEEMING JOSEPH
Manufacturer: GARDEN CITY COPYRIGHT
ProductGroup: Book
Binding: Hardcover
ASIN: B000MN0SH0

Average customer rating:
The Real Book about Easy Music-Making
Joseph Leeming
Manufacturer: Garden City Books, Garden City, NY
ProductGroup: Book
Binding: Hardcover
ASIN: B000O6ANUC

Average customer rating:
The real book about easy music-making (Real Book Series, 31)
Joseph Leeming
Manufacturer: Garden City Books
ProductGroup: Book
Binding: Hardcover

General | Music | Entertainment | Subjects | Books
ASIN: B0007DYKWO

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The Real Book About Easy Music-Making
Joseph, Illustrated By Jeanne Bendick Leeming
Manufacturer: Garden City Books
ProductGroup: Book
Binding: Hardcover
ASIN: B000NP15LK

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The Real Book About Easy Music-making
Joseph Leeming
Manufacturer: Doubleday and Company, Inc.
ProductGroup: Book
Binding: Hardcover
ASIN: B000NZXUUE

Customer Reviews:

Clear and comprehensive, with lots of hands.......2006-03-10

If you make a weak 3rd saet bid, what will you do if pard (a passed) hand makes a bid? How do you respond to pards bid? What does a 2/1 response by a passed hand? What constitutes a Drury bid, as opposed to a 1 or 2 level raise? What does a 3rd seat preempt look like? What about a 4th seat preempt?

The book goes beyond the basics and discusses what the follow up bids should mean. 1NT Semi-Forcing. When not to bid so as not to hang partner. Solid coverage

What do you bid in 3rd seat with:
S: J 10 8 6 5
H: 9 7
D: A 6 2
C: A 5 4

1 Spade. Its preemptive (takes away bidding space from the opponents. A 2 club opener now has to double and then bid to show his strength). You can pass any of pards responses. If pard bids 2 hearts, eh/she will have 5 and you can safely pass a 5-2 fit.

Average customer rating:

A chinese buffet of critiques and ideas

Another propaganda piece for the Brand as God Cult

Packed with Knowledge!

Held hostage.

Breakthrough Insights, thorough research and well organized material

Brand Hijack: Marketing Without Marketing
Alex Wipperfurth
Manufacturer: Portfolio Trade
ProductGroup: Book
Binding: Paperback

General | Business & Investing | Subjects | Books
Advertising | Marketing & Sales | Business & Investing | Subjects | Books
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How Brands Become Icons: The Principles of Cultural Branding

The Culting of Brands : Turn Your Customers into True Believers

Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional Advertising

BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound

Buzzmarketing: Get People to Talk About Your Stuff

ASIN: 1591841402

Book Description

brand hi·jack (br?and h? ¯-j?ak'): consumer takeover (synonym).The consumer's act of commandeering a brand from the marketing professionals and driving its evolution.

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these “accidents” really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all- too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing. BACKCOVER: “Alex Wipperfürth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications.”
—John Grant

“Mr Wipperfu¨rth makes an intriguing case for abandoning traditional techniques.”
—Stefan Stern, Financial Times

“This is not your ordinary marketing manual. With casual humor and a laid-back tone, Wipperfürth . . . offers a glimpse into America's consumer- and ad-driven culture.”
—Publishers Weekly

“Brand Hijack is a smart…argument for letting customers define a brand.”
—Fast Company

Customer Reviews:

A chinese buffet of critiques and ideas.......2006-05-09

Brand Hijack is in turns amongst the most boring and the most interesting of marketing paperbacks out there. Wipperfurth is clearly fed up with conventional marketing and its desire to "control" the identity of a brand and in turn, the experience of the consumer. One can not blame him for it - the strength of this book lies in making a strong case for brands to think of consumer interactions as dialogues. Focus groups exchanged for true interaction with actual consumers. Indeed what would have been impossible 20 years ago, is very possible today. Today, one can have communities that support and work with certain brands, and those communities can inspire brand loyalty of the kind that money and ads can not buy. Point taken.

The problem lies with Wipperfurth undying love for bullet pointing the world. I have rarely seen some one bullet point quite as much. A class in journalism or comparitive literature is called for. Simple arguments tediously wind into multiple segments and points and tables.

Not only are these tables boring and difficult to even glance through, but they are entirely pointless and inaccurate. There are no ten ways to catch a butterfly. No ten ways to read a newspaper. And certainly no ten ways to manage a brand hijack.

Rather than making some interesting points and arguments, demonstrating the importance of two way communication, exploiting the richness of modern media, and then talking through what makes the process so rich, the author gets lost in this mindless description of every phase and every twist and every turn. Very very boring and pointless.

But, the point is well taken. Brand managers can now learn a lot more about their brands, and positioning their brands, than 2 decades ago. And truly, brands must be positioned not just as for 23 year old young men, but in cultural terms - for 23 year old metrosexuals living in urban neighborhoods. Marketing needs to be more targetted - consumers have many identities and reaching one takes effort. Conventional STP analysis and demographic profiling is just no longer accurate - peer groups rather than age and sex, influence tastes.

Be prepared to flip pages. But do read the book.

Another propaganda piece for the Brand as God Cult.......2005-10-05

Clever jacket. Pretty words that sound like a stoned ad consultant on auto play. Cute stories -- one or two keepers. A lot of "so what?"

But not exactly strategic. Worse still, the book attempts to add legitimacy to "Branding", which in the hands of most ad agencies, is dangerous and utterly ridiculous.

The first thing I teach my clients who want to build a brand like a Fortune 500 is that we brand COWS not people. There is a right way to build relationship, and conventional branding is not it. A quick lesson on marketing: People talk about (and ultimately buy) things that resonate with them and help them to either fit in or stand out. If people find truth and purpose through what you sell, well done. Everything is bulls**t.

If you're in advertising this book will give you more ways to confuse your clients into not asking for measurable results (sales). Otherwise, it makes excellent bathroom reading material.

Packed with Knowledge!.......2005-09-27

This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create such stars with careful planning and huge advertising campaigns, in fact many of these brands were ignored before they emerged into the mainstream. Fringe groups popularized them, created their images and made them generally successful, often with no professional involvement at all. Author Alex Wipperfürth has done a masterful job of identifying, researching and revealing this phenomenon. In a world of repetitive marketing books, this one stands out as refreshing and insightful, complete with numerous case studies and extensive endnotes. We believe it would be a welcome addition to any marketing department's library. It can reinvigorate your creative marketing as it explains the unexpected.

Held hostage........2005-07-11

It felt like I was the one being held hostage, waiting again for an illuminating theory to be spawned from the unfolding of otherwise extraordinary circumstances.

While I will not deny Alex's flair for strategy, and his firm's cool command of serendipitous brand diffusion, I must call this one as yet another attempt by so-called branding aficionados to brand in hindsight (i.e. put their mark on) events that have more to do with accident than strategic execution.

You will find nonetheless valuable insights and a new perspective but unfortunately they end up lost in the recitation of the same three examples and a tangle of assertions that have more to do with early market diffusion practices than the theory being tabled. Too bad, the sections dealing with traditional marketers responses to these conditions could have been the cornerstone of this book had they been better developed; unfortunately they were only served up to illustrate their foolishness and myopia. The proper title for this book would have been "A few lessons learned from the Red Bull Story".

Breakthrough Insights, thorough research and well organized material.......2005-07-07

I am an account planner for a new media agency (...), so I live and breathe this subject every day at work. I found this book to be incredibly compelling for a few reasons:

1. Wipperfurth provides a great deal of rich detail around what works, what does not, and why. His thesis is well-researched and well thought out; many books on marketing are superficial and lack the depth and rigor that is shown here.

2. Despite a great amount of detail and richness around the case studies, this book is still driven by the ideas and not the examples. In other words, the content is well organized and easy to read.

3. He's right! I have a background in psychology and I've worked both as a strategic marketing consultant and an account planner, so I've spent my whole career thinking about how customers think. This book really added something important to my body of knowledge. I would go so far as to say the book was inspirational (and no, he does not know me and is not paying me to say this, before you ask!)

4. This book is not for all brands, at all times, but Wipperfurth never claims that it is.

Overall, a book worth reading. He has peered into the future of marketing with this book. 10 years from now, this book will appear seminal, as many of the trends he talks about go more mainstream.

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