The Open Brand: When Push Comes to Pull in a Web-Made World
by Kelly Mooney, Nita Rollins
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Book Summary Information
Author: Kelly Mooney, Nita RollinsEdition: Paperback
Published: 2008-03-14
ISBN: 0321544234
Number of pages: 208
Publisher: New Riders Press
Book Reviews of The Open Brand: When Push Comes to Pull in a Web-Made World
Book Review: Smart synthesis of trends and tactics
Summary: 4 Stars
There are two schools of thought on the role of the 'expert' in consulting industries: (1) it's our job to be the smartest guy in the room on our 'best at' subject or (2) it's our job to make our client feel like the smartest guy in the room.
Mooney/Rollins definitely fall in the latter. They've built a book that converges all the big ideas and groundswell of momentum around the social Web into a simple story on impact and action.
One that any marketer would find accessible and very quotable.
I say 'built a book' because it's the structure that agency wonks will be attracted to. A visual approach to the ideas and concepts we talk about every day, repeatable cases and solid frameworks.
For clients and converts, it's all content.
Tons of fresh, smart ideas that will have you scribbling notes in the margins.
Summary of The Open Brand: When Push Comes to Pull in a Web-Made World
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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 Open Brand 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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