Open Brand

When Push Comes to Pull in a Web-Made World, The

Kelly Mooney, Nita Rollins (Autoren)

Buch | Softcover

216 Seiten

2008
New Riders Publishing (Verlag)
978-0-321-54423-0 (ISBN)

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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

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), andCapital (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 forDesign 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.

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

Erscheint lt. Verlag	13.3.2008
Sprache	englisch
Maße	141 x 184 mm
Gewicht	214 g
Themenwelt	Mathematik / Informatik ► Informatik ► Grafik / Design
	Mathematik / Informatik ► Informatik ► Software Entwicklung
	Mathematik / Informatik ► Informatik ► Web / Internet
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	0-321-54423-4 / 0321544234
ISBN-13	978-0-321-54423-0 / 9780321544230
Zustand	Neuware