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

    By Kelly Mooney, Nita Rollins
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
Kelly Mooney has been a consumer-centric marketing innovator for 20 years, and is the President of Resource Interactive. She co-authored "The Ten "Demandments: Rules to Live by in the Age of t"""he Demanding Co""nsumer," one of the first marketing books to showcase the consumer's perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including "Th""e Wall Street" "Journa""l," "Business Wee""k,"" Fortune, Inc,," "Fast Compan""y," "USA Toda""y," "Time Digita""l," "Peopl""e," CNN, CNBC, CNET, CBS's "The Early Show," "Nikkei Busi""ness" (Japan), "Vente a Dist"""a"nce" (France), and" Capit""al" (Dubai).
Nita Rollins, Ph. D is a multidisciplinary thinker and Innovation Consultant in the Resource Interactive R&D Lab. She is the author of "Cinaesthetics: The Beautiful, the Ugly, the Subl""ime" and the "Kitsch in Post-Metaphysical F""ilm" (2008), and of articles for" Design Management J""ournal," "New Desig""n" (UK), "Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal "and "Wide Angle." She earned her Ph.D. in Critical Studies from UCLA's Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.
A twenty-year veteran of consumer-centric marketing, Kelly Mooney is industry-renowned for her ability to translate the complexities of the digital channel and consumer behavior into actionable business solutions. Kelly is President and Chief Experience Officer of Resource Interactive. She is co-author of the groundbreaking business book, "The Ten Demandments: Rules to Live by in the Age of the Demanding Customer," Dr. Nita Rollins is Director of Thought Leadership at Resource Interactive, a top-ranked, independent agency renowned for its Fortune 500 clients such as Wal-Mart, Target, The Coca-Cola Company, Apple, Reebok and Victoria's Secret, and for its digital marketing thought leadership.


NEWS: The 2008 800-CEO-READ Business Book Awards - Advertising & Marketing

Posted December 12, 2008, 5:10 PM with category of General Business
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 more

JACK COVERT SELECTS: New Excerpt - from The Open Brand

Posted January 29, 2008, 6:35 PM with category of Marketing
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 more

NEWS: Excerpt from The Open Brand

Posted January 29, 2008, 6:30 PM with category of General Business
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 more


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ISBN 9780132089524
Language English
Publish Date 04/06/2010
Publisher New Riders

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