Marketing without marketing -- The "no marketing" myth -- The hijack -- Public property : the serendipitous hijack -- The marketer's guide to the serendipitous hijack -- A "no marketing" illusion : the co-created hijack -- A dangerous attitude -- The marketer's guide to the co-created hijack -- The hijack, corporate style -- Brand hijack candidates -- The marketer's guide to the corporate hijack -- The dawn of the next marketing era -- The hijack -- The consumer collective -- The inner workings of the brand tribe -- The funny business of earning consumer devotion.

The brand hijack roadmap -- The kick-off : hijack ideation -- Phase 1 : tribal marketing -- Phase 2 : co-creation -- Phase 3 : mass marketing -- The hijacker's threats and opportunities -- The threat : "A few words from out sponsor" -- The opportunity : the ultimate pay-off.