The Open Brand: When Push Comes to Pull in a Web-Made World
New Riders Publishing, March 2008
Many of today's best brands are powered by the technologies, traits and trends of the digital channel. Old mass-marketing push tactics are being superseded by the pull of an online population prolifically creating, sharing and influencing
each other. The potent pairing of digital notoriety and network effects has given rise to a new cultural authority: the icitizenry.
A radical business imperative emerges from these forces: open up to consumer
involvement in your brand's messages and offerings. The Open Brand
illuminates both the risks and immense rewards of doing so, and describes the
On-demand, Personal, Engaging and Networked consumer experiences that will
ensure brands' relevance in a web-made world.
paperback | ISBN: 9780321544230 | Publication Date: March 2008
Reviews:
"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 Brand 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
"If you're serious, really serious, about thriving in the world we live in now,
you won't just read this book, you will devour it, digest it, embrace it and
live it. This is a little book containing a very big idea."
--Seth Godin, Author, Meatball Sundae
"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
