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The Open Brand: When Push Comes to Pull in a Web-Made World

 
 
 
 
The Open Brand: When Push Comes to Pull in a Web-Made World
Author: Kelly Mooney - Nita Rollins
ISBN 13: 9780321544230
ISBN 10: 321544234
Edition: 1
Publisher: New Riders
Publication Date: 2008-03-14
Format: Paperback
Pages: 208
List Price: $34.99
 
 

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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