Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age

Camera phones, car GPS locators, EZ-pass, and similar advances are the height of convenience, but the technologies behind them are also powerful tools for major cutting-edge marketing. McDonalds, Starbucks, Wal-Mart, Prada, and other top marketers are using an array of wireless technologies to transform the way consumers experience the brands they know and trust. Growth is so explosive that the wireless marketing industry is expected to be worth $33 billion dollars globally by 2007. Branding Unbound is the first book to explore the huge opportunities--and challenges--of this revolution. Written for nontechnical readers, this book features: <BR>The five strategic advantages of "m-branding" - The six steps to effective wireless advertising - The top trends in creating consumer-driven wireless retail experiences - Critical success factors for "mobilizing" the sales force

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.”

"Acknowledgments

Introduction 1

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

Mobile Marvels

mBranding: A Definition

Immediacy

Intimacy

Interactivity

Mobility

Immersion

Getting There

Q&A

Don Peppers: 1:1 Marketing Goes Wireless

Chapter Two. Reach Out & Sell Someone:

The Top 10 Secrets of Successful Mobile

Advertising

""Treading Lightly""

#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

Q&A

Christopher Locke:

""Cluetrain Manifesto"" for the Mobile Age

Chapter Three. Dialing for Dollars:

M-Commerce Puts Sales in Motion

Hollywood @ Hand

E-Commerce, Unleashed

No Wires, No Waiting

The Perfect Storm

That’s the Ticket

Vox Humongous

Puttin’ on the Hits

Personal Calls

Games People Play

Get Your Game On

Star Attractions

Q&A

Gary Hamel:

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

Sudden Impact

The Fast and the Curious

Not Your Father’s Oldsmobile

Drivers Wanted

Ready to Roll?

Q&A

Chet Huber:

Driving Ambition

Chapter Five. The Wireless Point of Persuasion:

Shopping for Insights at the Store of the Future

Radar Love

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

Q&A

Seth Godin:

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

Q&A

Tom Peters:

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

Space Patrol

What It Means to Marketers

High-Tech Hi-Jinks

What It Means to Marketers

The Wireless Underground

What It Means to Marketers

Q&A

Howard Rheingold:

The Mobile Net’s New ""Mob"" Mentality

Chapter Eight. Marketing 2020:

The Future According to Spielberg

Report from Tomorrow

News Flash

A World (Wide Web) at Your Fingertips

Life, as a Pop-Up Ad

Marketing Nirvana, or Privacy Nightmare?

Future Shock

The Power Belongs to You

A Glossary of mBranding:

A Quick Reference Guide

Index

About the Author"