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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
Customer Reviews:
Avg. Customer Rating: 4.0 / 5.0
A must read for anyone in business who wants their brand to be relevant in today's economy.:
This is a quick read loaded with insight and data that every smart business person should read if they want to stay current and embrace the concept of opening up their brand.
The brand isn't everything:
OPEN Brand by Kelly Mooney and Nita Rollins starts with the thesis that the internet is changing how brands work. The problem with this thesis is that it assumes that brands work. So many recent business books get hung up on the all powerful brand and never really stop to think about what a brand is in the grand scheme of things. In other words, marketers become punch drunk on their own marketing even if the general public doesn't. OPEN Brand attempts to be a handbook for traditional marketing to learn... more info
Boring and uneducational:
While the book looks cool and has impressive design, the content is poor. It was so boring that it was really hard to finish it. Also the information it provided was low value to me. I don't recommend this book to people who know what is web 2.0. If you have no clue, you might learn something new.
Strategies to create a decisive competitive advantage in a Web-made world:
As I read this slender but remarkably thought-provoking volume, I was reminded of Henry Chesbrough's breakthrough insights about what he calls "the open business model" and the open mindset it requires. "A business model performs two important functions: it creates value and it captures a portion of that value. It creates value by defining a series of activities from raw materials through to the final consumer that will yield a new product or service with value being added throughout the various... more info
