“Susan Gunelius recounts in rich detail the real life story behind the marketing and branding of a story book phenomenon. She takes us through the triumphant diffusion of a glorious product using emotional communication through word of mouth, the internet, advertising, merchandising and other viral branding strategies. I specially liked the many mini-case studies, using a wealth of information on various branding campaigns, dispersed throughout the book. This book is a must for anyone interested in the marketing of imaginative products. It makes the crucial point that consistency and differentiation account for marketing success.” Arjun Chaudhuri, Thomas R. Fitzgerald, S.J. Professor of Marketing, Charles F. Dolan School of Business, Fairfield University, Connecticut, U.S.A.
“A comprehensive look at the marketing around the Harry Potter franchise – and what steps J.K. Rowling and her team of publishers and marketers took to make Harry Potter into a worldwide phenomenon.” John Laughbaum, Vice President, Channel Marketing and Sales Development, Aflac Incorporated