Open Brand: When Push Comes to Pull in a Web-Made World, ThePeachpit Press, 7 abr 2010 - 216 páginas 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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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 O pen Bran d 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. |
Índice
O P E N for Business | |
Web 2 0 and the Alpha Openers | |
The Rise of the iCitizen | |
Consumerisms Counterpoint | |
Trust is in the Network | |
The Love Triangle | |
Inside the Open Brand | |
The Open Brand Framework | |
Engaging | |
Opened | |
OnDemand 12 Personal | |
Opening Measures | |
The Power of One Gazillion | |
Portraits of the iCitizen | |
The Digital Millennials | |
Opening Jitters | |
Rules of the Open Road | |
Acknowledgments | |
Otras ediciones - Ver todo
The Open Brand: When Push Comes to Pull in a Web-made World Kelly Mooney,Nita Rollins No hay ninguna vista previa disponible - 2008 |
Open Brand: When Push Comes to Pull in a Web-Made World, The Kelly Mooney,Nita Rollins No hay ninguna vista previa disponible - 2010 |
Términos y frases comunes
advertising Alpha Openers American Idol audience avatars behaviors blog blogger blogosphere brand communications brand fans buying buzz monitoring campaign co-creation Colbert consumer-generated create creative cultural del.icio.us devices dialogue digital millennials eBay elite icitizens engaging experience entertainment feedback Flickr friends Google icitizenry ideas in-store innovation inspired invited mashup measure metrics million mobile motivation MySpace NETWORK EFFECT networked experience Nike+ NOTORIETY offline on-demand experience online community online population open brand opinions participation passion percent personal experience Playaway Pontiac promote purchase ratings and reviews relationships relevant Resource Interactive retailer RI CLIENT Rich Internet Applications RSS feeds screen scraped search engine sharing and influencing Social bookmarking social media social networking social web Stephen King target market uploads user-generated content users Victoria’s Secret viral virtual web-made world Webkinz what’s widget Wikipedia www.theopenbrand.com Yahoo YouTube