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

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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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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 O pen Bran d 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.

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Editorial Reviews

From the Publisher
"First open this book. Then open your mind. Then open your brand because it’s the only way to succeed in the web-made world."
Guy Kawasaki, Managing Director, Garage Technology Ventures

"The Open Bran d prepares marketers for the social web-empowered consumer and charts the course for opening your brand."
Gary Briggs, SVP, Chief Marketing Officer, eBay North America

"How many of your assets does a consumer want to access in today’s web-made world? All of them. Right now. It’s time to open your brand."
Tim Armstrong, President, Advertising & Commerce, North America, Google

"The Open Brand is both timely and extremely well done. It’s the best synthesis I’ve read of the reasons why marketers need to 'open' their brands coupled with savvy advice about how they can begin to embrace the reality that marketing and branding are now interactive sports."
Susan Gillette, Marketing Communications Consultant, Former President of DDB Needham Chicago

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Product Details

  • ISBN-13: 9780321544230
  • Publisher: New Riders
  • Publication date: 3/18/2008
  • Series: Voices That Matter Series
  • Pages: 204
  • Product dimensions: 5.67 (w) x 7.19 (h) x 0.48 (d)

Meet the Author

Kelly Moone y 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 t he Demanding Co nsumer, 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 Th e Wall Street Journa l, Business Wee k, Fortune, Inc., Fast Compan y, USA Toda y, Time Digita l, Peopl e, CNN, CNBC, CNET, CBS's "The Early Show," Nikkei Busi ness (Japan), Vente a Dist ance (France), and Capit al (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 Subl ime and the Kitsch in Post-Metaphysical F ilm (2008), and of articles for Design Management J ournal, New Desig n (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.

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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

    more from this reviewer

    I Also Recommend:

    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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