Open Brand: When Push Comes to Pull in a Web-Made World

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More About This Book

Overview

Many of the best brands today are of geek pedigree, powered by the technologies, traits and trends of the ascendant digital channel. Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence. These include the creating, sharing and influencing behaviors of an online population no longer content merely to consume, and the potent pairing of digital notoriety and network effects, which has given rise to the icitizenry.

From these sociocultural forces emerges a radical business imperative: to open up to consumer involvement in a brand's messages and offerings. Published under Peachpit's New Riders imprint in partnership with AIGA Design Press, The Open Brand illuminates both the risks and immense rewards of doing so, and describes the essential consumer experiences that are requisite for cultural relevance—On-demand, Personal, Engaging, and Networked experiences, representing the chief values of the web-made world.

Product Details

  • ISBN-13: 9780321544230
  • Publisher: Peachpit Press
  • Publication date: 3/18/2008
  • Pages: 204
  • Sales rank: 428,123
  • Series: Voices That Matter Series
  • Product dimensions: 5.53 (w) x 7.25 (h) x 0.44 (d)

Meet the Author

Kelly Mooney has been a consumer-centric marketing innovator for 20 years, and is the President of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, one of the first marketing books to showcase the consumer's perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including The Wall Street Journal, Business Week, Fortune, Inc., Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS's "The Early Show," Nikkei Business (Japan), Vente a Distance (France), and Capital (Dubai).

Nita Rollins, Ph. D is a multidisciplinary thinker and Innovation Consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-Metaphysical Film (2008), and of articles for Design Management Journal, New Design (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her Ph.D. in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.

Table of Contents

Introduction PART I: THE FUTURE OF BRANDS IS OPEN PART II: THE RISE OF THE ICITIZEN PART III: INSIDE THE OPEN BRAND PART IV: GETTING TO OPEN APPENDIX Index

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  • Posted November 3, 2008

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    I Also Recommend:

    9780684839240

    Consistent Branding by Example

    The first thought that comes to mind when I consider The Open Brand is consistency. Everything from the font size, color scheme, and layout are all consistently soft and modern and appear to form a brand unto its own. I am in the process of developing a branding company and this look and feel is definitely consistent with what I am looking for. The Open Brand provides a perfect mix of theory, defined jargon, and practical examples. A must read for anyone interested in modern branding and how to apply open branding concepts.

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