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.
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
1 $34.99 9780321544230 No volume discount available.
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