| Book by Category | |  | Web Design | Home » » » The Open Brand: When Push Comes to Pull in a Web-Made World | | | | | | | 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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
| | | Features: | |
• ISBN13: 9780321544230
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
| | | Product Details: | | | Author:
| Kelly Mooney | | Paperback:
| 208 pages | | Publisher:
| Peachpit Press | | Publication Date:
| March 14, 2008 | | Language:
| English | | ISBN:
| 0321544234 | | Package Length:
| 7.2 inches | | Package Width:
| 6.0 inches | | Package Height:
| 0.5 inches | | Package Weight:
| 0.35 pounds | | Average Customer Rating:
|  based on 20 reviews |
| | | | Customer Reviews: | |
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Be Open to ChangeDec 13, 2009
If you are only looking to read one book on how social media, and the open web, will change the way you market your brand, this book is not it. But the fact is, no one book can answer all of the questions that arise as marketers struggle with how to harness the power of the open web to help further their brand awareness.
That being said, Open Brand is a book that should be on every brand owner and corporate marketing executive's bookshelf. It opens your mind to the new way one needs to think about the customer, and the customer's impact on the marketing of the brand. It used to be that we could easily sell a brand to a consumer simply based on the features and benefits of the product, with a little bit of marketing thrown in. Today, the consumer is our collaborator, our product development team, our marketing voice, our influencer, and the job of a company is to open itself and let the consumer in, and provide that same consumer with the necessary tools to do his or her job in helping us build the brand.
The hardest thing for a company to do is to let go of its brand, and allow the consumers and influencers to "do their thing" without invoking too much control on what these consumers do, and how they do it. This book provides a unique and important perspective for the brand owner, helping them understand the importance of allowing the marketing, and the brand positioning, to be left Open to interpretation by the end user.
For all brand owners, I highly recommend this book. While it could have been slightly better written, it is a quick read, and well worth the few dollars it costs. I always feel that if you gain one piece of knowledge from a book, it is money well spent. I can assure you that after reading this book, you will have a better understanding as to the importance of allowing your brand and your corporate brand to be one that is Open. an investment worth making.
0 of 1 found the following review helpful:
 Does not really tell you anything newNov 09, 2009
I read this book in hopes that it would not only provide me with direction into the world of web marketing now, but what the future trends will be. All it taught is what I already know. Anyone who has spent some time using facebook, twitter, blogs etc. already understands how to find information and who to trust on the web. So this book really revealed nothing new. If you really take a look at what they are saying, most advertisers have already been garnishing that customer information and trends from direct marketing and data analytics for years. The good ones already listen to consumers. So all in all this book was nothing more than taking simple marketing 101 tactics and putting them in a book about the web. They leave the future of web marketing to the reader imagination as well. DO NOT BUY THIS BOOK! IT WOULD BE A WASTE OF YOUR MONEY.
 Transparency Is KeyOct 02, 2009
The first thought that comes to mind when I consider The Open Brand is consistency. Everything from the font size, color scheme, and layout are all consistently soft and modern and appear to form a brand unto it's own. When I had first read this book I was in the process of developing a branding company and the look and feel was and is definitely consistent with what I look for in a solid marketing book. The Open Brand provides a perfect mix of theory, defined jargon, and practical examples. A must read for anyone interested in modern branding and how to apply open branding concepts.
 Available on my wife's Swaptree accountSep 06, 2009
There were two highlights of the book. One was an idea I hadn't heard about or thought much about and it's key to any brand in a regulated industry.
The idea is this, in order to capture comments about your products or posts, make sure you not only have moderated comments, but that you state in the Terms of Use policy that you own the comments.
By owning the comments you have full right to edit or delete any portion of the comments that do get displayed on your site.
The downfall here is that your readers will have to take any comments with a grain of salt, knowing that the comment may only be a half truth.
The advantages are that you can collect feedback from your customers, provide some reassurance to your legal/regulatory department that nothing bad will be said about your products/company on your web site.
To take things a step further than the book, I'd advocate to display comments in their entirety as long their not obviously hating you. If you are going to be editing comments, I'd suggest visual indicating to your customers that this was an edited comment. Clearly make note that edited comments do exist and point them out.
The second item to note from the book was the concept of a Fish Funnel replacing the traditional sales funnel. Social media plays a much larger impact than product marketing. Once someone enters the Fish Funnel, companies no longer have control for how that customer interacts and learns about the brand or products. The Fish is filled with all types social media which impacts the customer's decision to purchase. The brands that embrace the concept of the Fish Funnel are accepting the importance that social media has and are recognizing that that the customer now owns the brand.
Great resource!Apr 01, 2009
I am currently enrolled in a course at the Harvard Extension School on Social Media. After reading this book, it occurred to me what social media actually is! I think Kelly Mooney and Nita Rollins do an excellent job of spelling out (literally) what social media is and they also explain why companies and organizations need to get on the bandwagon and utilize this new media in the marketing plans.
The title alone prepares you for the onslaught of terminology and philosophy to come in this book. OPEN is the operative word in Social Media philosophy. I am a user of social media both personally and professionally, however I didn't understand exactly what I was engaging in. The Open Brand explains how I watch TV. , enjoy a meal or read a book. Reviewing a restaurant on Yelp.com or sharing a book I read with a friend through Amazon are ways in which I engage. I now understand how my behavior affects the market place.
There are pluses and minuses for businesses in adopting social media. It is the "openness," is the sore spot for traditional marketers, however Mooney and Rollins explain ways in which marketers can embrace openness and use it to their advantage.
Reading this book was probably one of the smartest moves I could make career wise. I feel seriously enlightened. Thank you!
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