Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age

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"Leading companies such as Wal-Mart, McDonald's, Starbucks, Kellogg's, MTV, Procter & Gamble, and others are already reaching millions of customers, one at a time, wirelessly. The technology gives these companies an unprecedented view of buying patterns, and the ability to identify and market specifically to the most likely customers. In Branding Unbound, author Rick Mathieson reveals how your business can emulate some of the most powerful and successful branding strategies in the world. In addition, Mathieson has conducted exclusive,
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Overview

"Leading companies such as Wal-Mart, McDonald's, Starbucks, Kellogg's, MTV, Procter & Gamble, and others are already reaching millions of customers, one at a time, wirelessly. The technology gives these companies an unprecedented view of buying patterns, and the ability to identify and market specifically to the most likely customers. In Branding Unbound, author Rick Mathieson reveals how your business can emulate some of the most powerful and successful branding strategies in the world. In addition, Mathieson has conducted exclusive, insightful Q&As with some of the modern legends of cutting-edge marketing and business." In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers' attention and win their loyalty.
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Editorial Reviews

Public Relations Quarterly
"Mathieson has done an excellent job of explaining the broad wireless arena that impacts every segment of business and industry. More importantly and uniquely, he has tailored the technology in terms that public relations people can understand...We found the Q&A sections of the book with Seth Godin, Don Peppers, Christopher Locke, Gary Hamel and Howard Reingold to be extremely meaningful in helping PR people get a good grasp on how the technology can be used in a practical and progressive marketing effort for firms large and small."
Online
"Read this book to see what the big players are doing, and visualize how your information strategies may need to change in the future."
Western New York Family Magazine
"This invaluable book offers crucial, practical information and a positive vision of special education that will help ease the often overwhelming process."
Poolonline.com
"Branding Unbound offers a stimulating read into what can be achieved through mobile or wireless marketing."
BrandChannel.com
"If you get some or none of the wireless revolution, you should probably come out of the cave and read this book. As for those hyperventilating at the rate of change and connectivity, better to know what’s out there than unplug and drop out."
Associations Now
"This fascinating book is a rollercoaster ride into the powerful imaginations of wireless marketers."
HBS Working Knowledge
"[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers.... Branding Unbound is best when it considers practices that are hot right now. It makes for a handy guide that lets marketers know where they stand in the ever shifting media landscape."
GenerationTarget.com
"[A] gift of a book...Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience, and does an admirable job...With patience and clarity, Mathieson explains how McDonald’s, Starbucks, Wal-Mart, and other top names in business are using a vast array of similar innovations to change the customer experience for the better. It will give motivated marketers and branders the confidence to pick up the wireless technology at their disposal and make it work for them."
From the Publisher

"""[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers... makes for a handy guide that lets marketers know where they stand in the ever-shifting media landscape."" -- Working Knowledge, Harvard Business School

PCB007 (Printed Circuit Board’s e-newsletter): ""...crammed so full of ideas on how to reach, engross, enthrall and embed the consumer into interactive marketing experiences that you get the feeling that the opportunities are limitless.""

Poolonline.com: ""Branding Unbound offers a stimulating read into what can be achieved through mobile or wireless marketing.""

Associations Now: ""This fascinating book is a rollercoaster ride into the powerful imaginations of wireless marketers.""

HBS Working Knowledge (http://hbswk.hbs.edu/): ""[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers.... Branding Unbound is best when it considers practices that are hot right now. It makes for a handy guide that lets marketers know where they stand in the ever shifting media landscape.""

GenerationTarget.com: ""[A] gift of a book…Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience, and does an admirable job…With patience and clarity, Mathieson explains how McDonald’s, Starbucks, Wal-Mart, and other top names in business are using a vast array of similar innovations to change the customer experience for the better. It will give motivated marketers and branders the confidence to pick up the wireless technology at their disposal and make it work for them.""

BrandChannel.com: ""If you get some or none of the wireless revolution, you should probably come out of the cave and read this book. As for those hyperventilating at the rate of change and connectivity, better to know what's out there than unplug and drop out."""

"""You may have heard some of this, but I guarantee you haven’t heard all of it. The neat thing about this book is the way it brings together, organizes, and puts in your hands relevant information and entertainment from so many different sources all over the world. A bit like wireless really. Sent, appropriately enough, from my blackberry."" -- Andrew Robertson, President & CEO, BBDO Worldwide

""Branding Unbound is an indispensable guide to the emerging opportunities in wireless marketing. Rick Mathieson has given us a forward-looking perspective that succeeds in being both visionary and grounded in reality.""

-- Ingrid Bernstein, Senior Vice President, Director of Creative and Strategy, iDeutsch

""The road map to the right now. Provocative. Up to date, to the last nanosecond.""

-- Steve Simpson, Partner, Creative Director, Goodby, Silverstein & Partners

""BRANDING UNBOUND is a must read for advertisers looking to stealA glimpse into what could be the future of advertising...Mathieson is a gifted and talented writer, and BRANDING UNBOUND at its outstanding

best does for wireless what the Cluetrain Manifesto did for the Internet.Geeks and marketing execs alike will love this book, which is by far one of the best marketing books of the year."" -- Midwest Book Review

""[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers ... BRANDING UNBOUND makes for a handy guide that lets marketers know where they stand in the ever-shifting media landscape."" -- Working Knowledge, Harvard Business School

""[A] gift of a book...Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience, and does an admirable job...With patience and clarity, Mathieson explains how McDonald’s, Starbucks, Wal-Mart, and other top

names in business are using a vast array of similar innovations to change the customer experience for the better. It will give motivated marketers and branders the confidence to pick up the wireless technology at their disposal and make it work for them."" -- Generation Target

""If you get some or none of the wireless revolution, you should probably come out of the cave and read this book. As for those hyperventilating at the rate of change and connectivity, better to know what's out there than unplug and drop out."" -- brandchannel.com

""Mathieson...provides plenty of real-world examples of

forward-thinking companies and the risks and rewards

of this sort of strategy. All in all the book is a good read

of what is happening right now.""-- MakoVision, Handpicked News for Internet Developers

""It’s challenging to keep up with all the new titles

published addressing electronic marketing

techniques, technology and philosophy

…Mathieson’s BRANDING UNBOUND

rates as the most readable."" -- Library Journal

""A book on marketing that throws so many marketing and merchandising ideas at you that you have to slow down just to process all the information. When was the last time you read anything on marketing that did that?...BRANDING UNBOUND is...crammed so full of ideas on how to reach, engross, enthrall

and embed the customer into interactive marketing experiences that you get the feeling that the opportunities are limitless."" -- PCB 007"

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Product Details

  • ISBN-13: 9780814472873
  • Publisher: AMACOM
  • Publication date: 6/28/2005
  • Pages: 256
  • Product dimensions: 6.36 (w) x 9.12 (h) x 0.94 (d)

Meet the Author

Rick Mathieson is an award-winning writer, author, speaker and frequent media commentator on the converging worlds of marketing, media and technology. His insights on postmodern marketing have been featured in ADWEEK, Advertising Age, E-Business and on CBS Radio and NPR. His research into next-generation business models has earned praise from USA Today and Dow Jones Interactive. And he has been a featured speaker at industry events such as The Microsoft Leadership Forum, Yahoo's "Branducation" lecture series and The American Management Association's "Corporate Branding" series, and others.

Over the last few years, he has briefed executives from FedEx, Virgin America, AllState, Bloomingdales, Yahoo, MasterCard, Chevron, Hard Rock Café, Accenture, HP, IBM, Fair Isaac, Franklin Templeton and many others on trends in marketing and emerging media platforms. And he has served as an advisor to venture capital firms seeking expert opinion on potential investments.

A veteran of the advertising industry, Mathieson currently serves as vice president and creative director for one of Silicon Valley’s most prominent advertising agencies.

As Harvard Business School’s Working Knowledge puts it, Mathieson is a strategic marketing expert whose work “demystifies successful practices in a way that should encourage and inspire other marketers.”

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Table of Contents

Ch. 1 The rise of mBranding 15
Q&A : Don Peppers : 1:1 marketing goes wireless 35
Ch. 2 Reach out & sell someone : the top 10 secrets of successful mobile advertising 41
Q&A : Christopher Locke : "cluetrain manifesto" for the mobile age 69
Ch. 3 Dialing for dollars : m-commerce puts sales in motion 79
Q&A : Gary Hamel : leading the (wireless) revolution 103
Ch. 4 A moving experience : the new world of place-based marketing 109
Q&A : Chet Huber : driving ambition 127
Ch. 5 The wireless point of persuasion : shopping for insights at the store of the future 133
Q&A : Seth Godin : permission marketing and "my own private Idaho" 151
Ch. 6 Service with a stylus : creating the ultimate guest experience 155
Q&A : Tom Peters : the gospel according to St. Peters 169
Ch. 7 No wires, new rules : the wireless world's new social fabric - and what is means to marketers 173
Q&A : Howard Rheingold : the mobile Net's new "mob" mentality 191
Ch. 8 Marketing 2020 : the future according to Spielberg 197
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted November 5, 2005

    One of the Best Marketing Books of the Year

    ¿Branding Unbound¿ is a must read for advertisers looking to steal a glimpse into what could be the future of advertising. Though the author admits that m-marketing does have its share of problems like privacy issues, technology glitches, and a relatively small audience thus far, it would still make a lot of sense for marketers to run out, get this book, and get ready for the coming revolution. Rick Mathieson is a gifted and talented writer, and ¿Branding Unbound¿ at its outstanding best does for wireless what the Cluetrain Manifesto did for the Internet. Geeks and marketing execs alike will love this book, which is by far one of the best marketing books of the year.

    Was this review helpful? Yes  No   Report this review
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