The Open Brand: When Push Comes to Pull in a Web-Made World
Review "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 Brand 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...
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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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
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
\ 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\ \ \ \
