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

Kelly Mooney

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.

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Book Information

Publisher: New Riders Publishing
Publish Date: 02/29/2008
Pages: 204
ISBN-13: 9780321544230
ISBN-10: 0321544234
Language: English

What We're Saying

January 29, 2008

Excerpt from The Open Brand

By 800-CEO-READ

The following is an excerpt from the book The Open Brand: When Push Comes to Pull in a Web-Made World by Kelly Mooney and Nita Rollins, Ph. D. The book comes out in March 2008, so keep it on your radar if you enjoy this excerpt. READ FULL DESCRIPTION

December 12, 2008

The books on our 2008 shortlist for the Advertising & Marketing Category are: The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It by John Gerzema and Ed Lebar (Jossey-Bass, October 2008) Companies put a lot of effort and money into their brands, which can sometimes be higher than the value they place on their customers. As this occurs, the number of quality performing brands decreases. According to Gerzema and Lebar, this is the brand bubble, and the result could have a serious blow to the economy. READ FULL DESCRIPTION

January 29, 2008

There's a new excerpt up on the Excerpts blog. It's from The Open Brand: When Push Comes to Pull in a Web-Made World by Kelly Mooney and Nita Rollins, Ph. D. READ FULL DESCRIPTION

Full Description

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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

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