The Open Brand: When Push Comes to Pull in a Web-Made World
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 & OPINION: The 2008 800-CEO-READ Business Book Awards - Advertising & Marketing
JACK COVERT SELECTS: New Excerpt - from The Open Brand
NEWS & OPINION: Excerpt from The Open Brand
|App required||iOS or Google Play|
|Publisher||New Riders Publishing|
|Availability||Temporarily out of stock because publisher cannot supply|
Interested in eBooks? — Please read our brief introduction before purchasing.