Open Brand (eBook)

This is the eBook version of the printed book.The open source software movement was the first indication that our consumerist society would not be conducting business as usual online. New behaviors--creating, sharing, influencing--are becoming widespread enough to blur forever the roles of producer and consumer, celebrity and average citizen, traditional authority figure and the new truth tellers and taste makers. This means marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens.

Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The O pen Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging and Networked.

A twenty-year veteran of consumer-centric marketing, Kelly Mooney is industry-renowned for her ability to translate the complexities of the digital channel and consumer behavior into actionable business solutions. Kelly is President and Chief Experience Officer of Resource Interactive. She is co-author of the groundbreaking business book, The Ten Demandments: Rules to Live by in the Age of the Demanding Customer . Dr. Nita Rollins is Director of Thought Leadership at Resource Interactive, a top-ranked, independent agency renowned for its Fortune 500 clients such as Wal-Mart, Target, The Coca-Cola Company, Apple, Reebok and Victoria's Secret, and for its digital marketing thought leadership.

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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