Open Brand: When Push Comes to Pull in a Web-Made World, The
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
Comentarios de usuarios - Escribir una reseña
Eye Opening Ideas to Change the Way We MarketReseña de usuario - Kevin E - Borders
The world is changing rapidly, and those who fail to realize it will be left in the dust. However, those who open their brand and see the value of allowing their best customers to participate in the ... Leer reseña completa
Otras ediciones - Ver todo
The Open Brand: When Push Comes to Pull in a Web-Made World
Kelly Mooney,Nita Rollins
Vista previa restringida - 2010