Synopses & Reviews
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 Open 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.
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 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
Synopsis
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 Open 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.
Synopsis
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.
About the Author
Kelly Moone y 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 t he Demanding Co nsumer, 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
Th e Wall Street Journa l,
Business Wee k,
Fortune, Inc.,
Fast Compan y,
USA Toda y,
Time Digita l,
Peopl e, CNN, CNBC, CNET, CBS's "The Early Show,"
Nikkei Busi ness (Japan),
Vente a Dist ance (France), and
Capit al (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 Subl ime and the Kitsch in Post-Metaphysical F ilm (2008), and of articles for Design Management J ournal, New Desig n (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.
Table of Contents
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