You Don’t Know Jack About Brandjacking

In the mid-nineties, there was a trivia game called You Don’t Know Jack. As a trivia buff, I loved the game and even had it on CD-ROM (remember those?). OK, I also loved telling people, “You don’t know jack” when they answered incorrectly. Which brings me too…

You Don't Know Jack logo

Brandjacking. What is it? When someone hijacks your brand, either personal or business, in order to steal your thunder (and publicity) or to hurt your brand’s reputation. It usually happens online, especially on social media. The term is widely credited to Business Week, which used it in a 2007 article.

So what’s the problem? First of all, it’s desperate. You’re either trying to grab some cheap publicity from another brand’s (hard work &) success or trying to cause damage to someone else’s brand. Either way, you look bad.

Second, come up with your own brand. Put in the work to build your brand, formulate a strategy and put it into action. Don’t try to jump on someone else’s coattails to success without putting in the work.

Maybe I’ve just spent too much time working on companies’ brands and understand how much time, effort and money go into the branding process. As all of you fellow marketers and business owners know, it’s a lot of hard work. For someone else to benefit from that (outside of donated publicity for a non-profit or cause) is incredibly frustrating and annoying.

Clearly Conveyed Communications logo

As a small business owner, my brands (personal and business) are my everything. I’m all in, as they say at the poker table. I’ve put every last chip I have into making Clearly Conveyed Communications work. For someone to come along and hurt my brand(s) would be a horrible blow.

As Tony Zayas so elegantly puts it on the Proforma blog, trust is the new business currency. If clients and prospects don’t trust you, they won’t work with you.

So if you think brandjacking is cool (or a viable marketing tactic), then you don’t know jack about branding.

The mic is yours…

Do you agree? Or is brandjacking a viable guerrilla marketing tactic?

Are there any brandjacking examples that you feel have been a success?

Would you brandjack?

You may also like: The Art of Branding | The Olympics: A Global Brand (Kind Of)
Rage Against the Political Machine: 5 Takeaways for Your Marketing Efforts

Photo credit: You Don’t Know Jack

Your trivia (& branding) buff,
Jaime

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About Jaime Shine

I love to write. While most kids were playing with blocks or dolls, I was publishing magazines and newspapers – feature articles, ads, sports box scores, the whole nine yards. From promotions director to advertising roles to branding projects, I’ve always been interested in all forms of marketing. That interest blossomed into a career path and led me to open my own business, which has always been a dream of mine. And I’d love to work my magic for you. Check out my company's services, discover more about me or chime in on my blog, covering a variety of topics, at http://jaimeshine.com.

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