Open Brand

When Push Comes to Pull in a Web-Made World, The

Nonfiction, Computers, Application Software, Computer Graphics, Business & Finance, Marketing & Sales
Cover of the book Open Brand by Kelly Mooney, Nita Rollins, Pearson Education
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Author: Kelly Mooney, Nita Rollins ISBN: 9780132089524
Publisher: Pearson Education Publication: April 7, 2010
Imprint: New Riders Language: English
Author: Kelly Mooney, Nita Rollins
ISBN: 9780132089524
Publisher: Pearson Education
Publication: April 7, 2010
Imprint: New Riders
Language: English
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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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