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The Kim Kardashian Principle: Why Shameless Sells and How to Do It Right

The Kim Kardashian Principle: Why Shameless Sells and How to Do It Right

作者 : Jeetendr Sehdev

出版社 : ST. MARTIN'S PRESS

可訂購

定價 : NT 599

售價 : NT599

內容簡介


為什麼沒什麼才華的豐臀金比大部分的好萊塢A咖明星更受大眾關注?我們是否可以從這些善於經營社群媒體的名人們學到推銷產品或點子的技巧?讓研究”名人打造品牌”的頂尖權威Jeetendr Sehdev告訴你,該如何迎面解決這些問題。

當今透過經營社群媒體最成功的非豐臀金莫屬。她,一點都不完美,老是出錯,備受攻擊,可是她捕捉眼球的能力與網路熱搜度一直居高不下,這種和傳統行銷著重把最好一面呈現在大家面前的方法背道而馳。人們吃她那一套是因為她完全透明不在乎隱私的操作手法,可以和大眾保持一種親密的關係,讓他們也好似親身經歷了豐臀金的世界。

透過YouTube頻道上傳自製影片而有上千萬訂戶的珍娜.瑪柏(Jenna Marbles)或是科技業鉅子PayPal與特斯拉電動車創辦人伊隆.馬斯克(Elon Musk)都知道,那種老舊的行銷策略已經不管用了。當今網路最知名的是豐臀金那類的人,而現任的美國總統還上演電視實境秀。自我迷戀才是王道,千萬不要扭捏作態、不要認錯道歉,不要羞於站在聚光燈下。

本書提供新鮮、受爭議、讓人眼睛一亮的行銷指南,讓你了解為什麼最大膽、最糟糕的點子可以生存下來,而你自己的點子也可以成為這些成功的案例之一。

How do social media stars attract such obsessive attention-even more than the Hollywood A-list? And what can they teach us about making our own ideas, products and services break through? The world's leading authority on celebrity branding, Jeetendr Sehdev, whom Variety calls "the best in the business," tackles these questions head on.

Sehdev shows why successful images today-the most famous being Kim Kardashian-are not photoshopped to perfection, but flawed, vulnerable, and in-your-face. This total transparency generates a level of authenticity and intimacy with audiences that traditional marketing tactics just can't touch.

The KIM KARDASHIAN PRINCIPLE reveals the people, products and brands that do it best-from YouTube sensations like Jenna Marbles to billionaire tech mogul Elon Musk-and proves why the old strategies aren't working. After all, in a world where a big booty can break the internet, and the President-Elect is a reality TV star, self-obsession is a must-have. No posturing, no apologies, and no shying away from the spotlight.

THE KIM KARDASHIAN PRINCIPLE is a fresh, provocative and eye-opening guide to understanding why only the boldest and baddest ideas will survive-and how to make sure yours is one of them.
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作者介紹
■作者簡介

Jeetendr Sehdev

畢業自牛津大學與哈佛商學院,是研究名人新聞的專家,經常受邀至CNN Tonight等各大媒體發表評論,文章固定出現在《衛報》、《富比世》等報章雜誌。
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