The Open Brand: When Push Comes to Pull in a Web-Made World - Softcover

Kelly Mooney; Nita Rollins

Softcover

ISBN 10: 0321544234 ISBN 13: 9780321544230

Publisher: New Riders, 2008

Synopsis

Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.

About this title

About the Authors

Kelly Moone y 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 ance (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.


Kelly Moone y 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 ance (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.

Edition details

• Publisher: New Riders
• Publication date: 2008
• Language: English
• ISBN 10: 0321544234
• ISBN 13: 9780321544230
• Binding: Paperback
• Edition number: 1
• Number of pages: 204