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

Published by New Riders Publishing

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Many of today's best brands are powered by the technologies, traits and trends of the digital channel. Old mass-marketing push tactics are being superseded by the pull of an online population prolifically creating, sharing and influencing each other. The potent pairing of digital notoriety and network effects has given rise to a new cultural authority: the icitizenry.

A radical business imperative emerges from these forces: open up to consumer involvement in your brand's messages and offerings. The Open Brand illuminates both the risks and immense rewards of doing so, and describes the On-demand, Personal, Engaging and Networked consumer experiences that will ensure brands' relevance in a web-made world.


pub date: 2008-03-01 | paperback | 9780321544230