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The Open Brand: When Push Comes to Pull in a Web-Made World
by: Kelly Mooney, Nita Rollins

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Binding: Paperback
Dewey Decimal Number: 380
EAN: 9780321544230
ISBN: 0321544234
Label: New Riders Press
Manufacturer: New Riders Press
Number Of Items: 1
Number Of Pages: 208
Publication Date: March 14, 2008
Publisher: New Riders Press
Sales Rank: 19751
Studio: New Riders Press

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Product Description:
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.

Customer Reviews

Average Rating: out of 5 stars

Rating:

- Strategies to create a decisive competitive advantage in a Web-made world

As I read this slender but remarkably thought-provoking volume, I was reminded of Henry Chesbrough's breakthrough insights about what he calls "the open business model" and the open mindset it requires. "A business model performs two important functions: it creates value and it captures a portion of that value. It creates value by defining a series of activities from raw materials through to the final consumer that will yield a new product or service with value being added throughout the various activities. The business model captures value by establishing a unique resource, asset, or position within that series of activities, where the firm enjoys a competitive advantage."

Having thus established a frame-of-reference, Chesbrough continues: "An open business model uses this new division of innovation labor - both in the creation of value and in the capture of a portion of that value. Open models ... Read More

Rating:

- I expected it to be better, more complete...
...but it is not bad at all either. Is is mostly focused on branding for the Internet and not all kinds of branding resource. In those terms I think the real purpose of the book was met and it defined well the term "OPEN" Brand and some of it's aplications in a technology based global economy.

I did learn many things but I expected a bit more from this book in terms, maybe of the origins of branding, it's evolution, etc... I wish I could get to put my hands in a better, more complete book about branding,[...]

Rating:

- Open Up "Open Brand"
There's a plethora of books out there about Web 2.0, Social Media, Twittering, and more...but what I love about this book is that it makes it all simple and obvious and intuitive. It cuts through the impenetrable jargon, and where jargon just can't be chiseled free, it clarifies and translates. The book satisfies the unmet marketer need for clarity and simplicity. It's also written by two industry leaders who "walk the talk" on all these principles.

What the authors are talking about is a new mindset...a new organizing principle...and a new consumer world order.

Great case studies, superb visuals, and extremely creative. It's a go-to guide for easy and continued reference. The glossary is particularly "actionable." A great book give to someone on your team who's doesn't get that the web is more than a tool, or just a "cool" technology.

- Pete

Rating:

- Open is the new Challenge!
I have read a lot of books about marketing in the new world - but I think this book nails it. Kelly Mooney and Nita Rollins have written a well organized, quick, smart, strategic and accessible book.

Somehow it cuts through all the social media clutter and talks to the brand owner about how to be open in the new world. Good Stuff!

[...]

Tom O'B

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