"If you’re in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy. Are people simply tuning out marketing messages? No. They’re simply choosing which messages to tune in. Thanks to wireless technology, customers now have the luxury of responding (or not responding) to advertising when, where, and however they like.
Leading companies such as Wal-Mart, McDonald’s, Starbucks, Kellogg’s, NBC, MTV, Procter & Gamble, DaimlerChrysler, 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:
• Seth Godin, author of Permission Marketing, Unleashing the Idea Virus, and Purple Cow, discusses permission marketing in a wireless landscape.
• Tom Peters, ""the father of the postmodern corporation"" and author of The Brand You 50 and In Search of Excellence, offers the Peters Principles for the wireless era.
• Don Peppers, world-renowned marketing thought leader and author of Enterprise One-to-One, talks about how mobility will alter the brand experience.
• Christopher Locke, author of The Cluetrain Manifesto and Gonzo Marketing, presents a ""Cluetrain Manifesto"" for the Mobile Age.
• Chet Huber, President of OnStar, describes how the demand for in-vehicle services and information will change drivers’ relationships with their vehicles.
• Gary Hamel, Chairman of Strategos and author of Leading the Revolution and Competing for the Future, discusses the first priority of the wireless age: strategic transformation.
• Howard Rheingold, author of Smart Mobs and The Virtual Community, champions the new ""self-organized entertainment"" of ""flash mobs.""
Branding Unbound also offers a jargon-free look at current and emerging wireless technologies, examines the impact of social networking on mBranding strategy, and reveals the Top Ten Secrets of Successful Mobile Advertising.
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 amazing 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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About 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.”
Table of Contents
Marketing’s Wireless Future Is Here
Ready to Make the Most of It?
From Here to Ubiquity
The Burger King Syndrome
Winning Without Wires
Talking ‘bout a Revolution
Chapter One. The Rise of mBranding
A Boom with a View
mBranding: A Definition
Don Peppers: 1:1 Marketing Goes Wireless
Chapter Two. Reach Out & Sell Someone:
The Top 10 Secrets of Successful Mobile
#1 Size Matters
#2 No Pushing Allowed
#3 Integration is the Name of the Game
#4: Entertainment Rocks
#5 Sponsorships Rule
#6 It’s time to Get Personal
#7 Location Is (Sometimes) Where It’s At
#8 The medium Is (Still) the Message
#9 Think Young to a Point
#10 There’s No Time Like Now
""Cluetrain Manifesto"" for the Mobile Age
Chapter Three. Dialing for Dollars:
M-Commerce Puts Sales in Motion
Hollywood @ Hand
No Wires, No Waiting
The Perfect Storm
That’s the Ticket
Puttin’ on the Hits
Games People Play
Get Your Game On
Leading the (Wireless) Revolution
Chapter Four. A Moving Experience:
The New World of Place-based Marketing
Serving Ads in a New York Minute
Welcome to the Great Outdoor
Nielsen to Go
The Fast and the Curious
Not Your Father’s Oldsmobile
Ready to Roll?
Chapter Five. The Wireless Point of Persuasion:
Shopping for Insights at the Store of the Future
Food on the McFastrak
Lost in Space
Worth Your Aisle
You Won’t Believe Your Ears
From Prada, with Love
Tag, You’re It
Smart Shelves, Dumb Problems
Permission Marketing & ""My Own Private Idaho""
Chapter Six. Service with a Stylus:
Creating the Ultimate Guest Experience
Restaurants: The (Wireless) Hand that Feeds You
Hotels: Where Wireless Is Inn Vogue
Theme Parks: Mickey Goes Mobile
Planes, Trains and Automobiles:
Hassle-Free Travel Takes Off
The Peters’ Principles for the Wireless Era
Chapter Seven. No Wires, New Rules: The Wireless
World’s New Social Fabric And What
It Means to Marketers
Social Networking: Moving to the Groove
What It Means to Marketers
Mobility + Blogging = Moblogging
What It Means to Marketers
What It Means to Marketers
The Wireless Underground
What It Means to Marketers
The Mobile Net’s New ""Mob"" Mentality
Chapter Eight. Marketing 2020:
The Future According to Spielberg
Report from Tomorrow
A World (Wide Web) at Your Fingertips
Life, as a Pop-Up Ad
Marketing Nirvana, or Privacy Nightmare?
The Power Belongs to You
A Glossary of mBranding:
A Quick Reference Guide
About the Author"
What People are Saying About This
"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"