ENGLISH

Open Brand: When Push Comes to Pull in a Web-Made World, The (Aiga Design Press)

By Kelly Mooney , Nita Rollins

Book information

Publisher
New Riders
Year
2008
ISBN
0321544234, 9780321544230
Language
english
Format
PDF
Filesize
2 MB (2168306 bytes)
Pages
216\205
Time added
2020-04-11 13:53:21

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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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. Cover Contents Foreword Introduction PART I: THE FUTURE OF BRANDS IS OPEN 01: Just for Openers 02: O.P.E.N. for Business 03: Web 2.0 and the Alpha Openers PART II: THE RISE OF THE ICITIZEN 04: Consumerism’s Counterpoint 05: The Power of One. Gazillion 06: Portraits of the iCitizen 07: The Digital Millennials 08: Trust is in the Network 09: The Love Triangle PART III: INSIDE THE OPEN BRAND 10: The Open Brand Framework 11: On-Demand 12: Personal 13: Engaging 14: Networked 15: Opened Up PART IV: GETTING TO OPEN 16: Opening Measures 17: Opening Jitters 18: Rules of the Open Road APPENDIX Open Lingo Acknowledgments Index A B C D E F G H I J–K L M N O P Q–R S T U–V W X–Y–Z

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