Branding Unbound: The Future Of Advertising, Sales, And The Brand Experience In The Wireless Age - Hardcover

Mathieson, Rick

2.92

12 ratings by Goodreads

Hardcover

ISBN 10: 0814472877 ISBN 13: 9780814472873

Publisher: Amacom Books, 2005

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In the age of mobile phones, text messaging, TiVo, video games, and the convergence of high-speed phone, Internet and cable networks, technology is quickly and dramatically reshaping the media landscape, with profound implications for advertisers in virtually every industry.

BRANDING UNBOUND is the first book to explore how today’s most innovative marketers are capitalizing on the most measurable, personal and direct link to consumers ever created: wireless.

Written for marketers in every field, BRANDING UNBOUND gives readers an inside look at how:

� Procter & Gamble, McDonald’s, MasterCard and Coca-Cola use the fusion of online, offline and mobile advertising to boost the effectiveness of television, print and radio campaigns as never before

� MTV, FOX, HBO, Comedy Central and Discovery rely on the mobile platform to build unbreakable relationships in ways that put the traditional Internet to shame

� ESPN, NBC Universal, eBay, and Major League Baseball make the most of new forms of "m-commerce"—the ability to buy and sell content, services and products anywhere, anytime

� Suzuki, Pepsi, DaimlerChrysler, and Nike extend their branding power to new mobile content, applications and games aimed at the 18- to 35-year old hipsters these advertisers covet most

� Prada, Wal-Mart, Stop & Shop and Extra use mobile innovation to enhance the actual in-store shopping experience to astonishing effect

BRANDING UNBOUND also explores the top 10 secrets of successful mobile advertising, and the impact of social networking technologies on mBranding strategy

And it includes exclusive, Q&A-style interviews with some of the legends of modern marketing–including Seth Godin, Tom Peters, Don Peppers and others–on mobility's effect on the brand experience

Make no mistake: In the mobile marketing era, your brand can enjoy whole new levels of customer recognition, while consumers benefit from on-the-spot convenience, and messages and content individually tailored to their needs.

BRANDING UNBOUND is a must-read for anyone interested in how companies of any size can harness the limitless power of this amazing convergence of technology and progressive business strategy to create unprecedented differentiation, convenience and loyalty.

Praise For BRANDING UNBOUND

"BRANDING UNBOUND is an indispensable guide to the emerging opportunities in wireless marketing. Rick Mathieson has given us a forward-looking perspective that succeeds in being both visionary and grounded in reality."

Ingrid Bernstein

SVP, Director of Creative & Strategy

iDeutsch, NY

"The road map to the right now. Provocative. Up to date, to the last nanosecond."

Steve Simpson

Partner, Creative Director

Goodby, Silverstein & Partners, SF

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Book Description:

"If you’re in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy. Are people simply tuning out marketing messages? No. They’re simply choosing which messages to tune in. Thanks to wireless technology, customers now have the luxury of responding (or not responding) to advertising when, where, and however they like.

Leading companies such as Wal-Mart, McDonald’s, Starbucks, Kellogg’s, NBC, MTV, Procter & Gamble, DaimlerChrysler, and others are already reaching millions of customers, one at a time, wirelessly. The technology gives these companies an unprecedented view of buying patterns and the ability to identify and market specifically to the most likely customers. In Branding Unbound, author Rick Mathieson reveals how your business can emulate some of the most powerful and successful branding strategies in the world. In addition, Mathieson has conducted exclusive, insightful Q&As with some of the modern legends of cutting-edge marketing and business:

* Seth Godin, author of Permission Marketing, Unleashing the Idea Virus, and Purple Cow, discusses permission marketing in a wireless landscape.

* Tom Peters, ""the father of the postmodern corporation"" and author of The Brand You 50 and In Search of Excellence, offers the Peters Principles for the wireless era.

* Don Peppers, world-renowned marketing thought leader and author of Enterprise One-to-One, talks about how mobility will alter the brand experience.

* Christopher Locke, author of The Cluetrain Manifesto and Gonzo Marketing, presents a ""Cluetrain Manifesto"" for the Mobile Age.

* Chet Huber, President of OnStar, describes how the demand for in-vehicle services and information will change drivers’ relationships with their vehicles.

* Gary Hamel, Chairman of Strategos and author of Leading the Revolution and Competing for the Future, discusses the first priority of the wireless age: strategic transformation.

* Howard Rheingold, author of Smart Mobs and The Virtual Community, champions the new ""self-organized entertainment"" of ""flash mobs.""

Branding Unbound also offers a jargon-free look at current and emerging wireless technologies, examines the impact of social networking on mBranding strategy, and reveals the Top Ten Secrets of Successful Mobile Advertising.

In the wireless marketing era, your brand can enjoy whole new levels of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and a message individually tailored to their needs. Branding Unbound shows just how to harness the virtually limitless power of this amazing convergence of advanced technology and progressive business strategy to create the truly remarkable experience that will keep customers’ attention and win their loyalty."

About the Author:

Rick Mathieson is an award-winning writer, author, speaker and frequent media commentator on the converging worlds of marketing, media and technology. His insights on postmodern marketing have been featured in ADWEEK, Advertising Age, E-Business and on CBS Radio and NPR. His research into next-generation business models has earned praise from USA Today and Dow Jones Interactive. And he has been a featured speaker at industry events such as The Microsoft Leadership Forum, Yahoo's "Branducation" lecture series and The American Management Association's "Corporate Branding" series, and others.

Over the last few years, he has briefed executives from FedEx, Virgin America, AllState, Bloomingdales, Yahoo, MasterCard, Chevron, Hard Rock Caf�, Accenture, HP, IBM, Fair Isaac, Franklin Templeton and many others on trends in marketing and emerging media platforms. And he has served as an advisor to venture capital firms seeking expert opinion on potential investments.

A veteran of the advertising industry, Mathieson currently serves as vice president and creative director for one of Silicon Valley’s most prominent advertising agencies.

As Harvard Business School’s Working Knowledge puts it, Mathieson is a strategic marketing expert whose work “demystifies successful practices in a way that should encourage and inspire other marketers.”

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