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The Open Brand: When Push Comes to Pull in a Web-Made World
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The Open Brand: When Push Comes to Pull in a Web-Made World

3.57 of 5 stars 3.57  ·  rating details  ·  72 ratings  ·  18 reviews
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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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 po ...more
Paperback, 204 pages
Published March 1st 2008 by New Riders Publishing
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As I read this slender but remarkably thought-provoking volume, I was reminded of Henry Chesbrough's breakthrough insights about what he calls "the open business model" and the open mindset it requires. "A business model performs two important functions: it creates value and it captures a portion of that value. It creates value by defining a series of activities from raw materials through to the final consumer that will yield a new product or service with value being added throughout the various ...more
Sean Howard
Jul 01, 2008 Sean Howard rated it 5 of 5 stars
Recommends it for: Anyone in marketing (client side and agency side)
Recommended to Sean by: Kelly Mooney
It's been a while since a book with the word "brand" in the title has rocked my world. But this book has done just that.

Kelly Mooney and Nita Rollins present a structure, methods, case studies and measurement advice on how brands have to and can evolve in a world gone digital and open. If you are in an agency that is looking to understand digital or if you are client side struggling with how to engage a population that is enabled by technology in ways never before seen in our society, then this
Sarah Sammis
OPEN Brand by Kelly Mooney and Nita Rollins starts with the thesis that the internet is changing how brands work. The problem with this thesis is that it assumes that brands work. So many recent business books get hung up on the all powerful brand and never really stop to think about what a brand is in the grand scheme of things. In other words, marketers become punch drunk on their own marketing even if the general public doesn't.

OPEN Brand attempts to be a handbook for traditional marketing to
I read this book for a class on online marketing. I marked this as self-help because it really is meant for people who are looking at marketing their businesses properly online, so it contains advice.

The Open Brand: When Push Comes to Pull in a Web-Made World is about how the world of marketing has changed because of how consumers look at businesses and brands, and how to change your business to grow and connect with consumers better.

An informative and alright book for 190 pages of content that
Sabrina  Williams
As social networking via the Internet continues to explode and branch off into new avenues, it is inevitable that standard advertising methods are becoming increasingly antiquated and ineffective. According to Kelly Mooney and Nita Rollins in The Open Brand: When Push Comes to Pull in a Web-Made World, today's tech-savvy consumer demands a larger role in brand establishment. More importantly, the influence they wield over prospective customers is unlimited.

Successful brands know that in order to
Naina Sethi
Shows the OPEN concept for digital marketing. Interesting read.
Quick read, easy to browse, lots of real world examples. Good explanation of the new marketing tree and how to make it grow.
Great examples for creating an open brand, though I always wish there were more examples from smaller companies/organizations.

I'm fascinated by how companies can make online content connect with in-person content. For example, Victoria's Secret promoted their Pink brand by hosting a PJ party where the participants could upload live images from their mobile devices and see them automatically displayed on the stage's LED screen.

Oh, and the word "prosumer" is quite intriguing!
I enjoyed Kelly's book. I thought it was quite straight forward and should be on all marketers plane ride reading list. I have used a number of her insights with my own marketing challenges and have found success. The Open Brand Framework has really worked well for me even in non-consumer product fields.
Michael Graber
A solid, if too linear gathering of trends on how marketing must adapt to survive to thrive in a Web 2.0 and beyond. The substance was great; however, the style and tone of the content seems written by a technical writing who is drafting a power point.
Many good points - overall I thought the writing didn't flow very well though...almost like too much information was being crammed into each sentence making it hard to read.

The examples feel a little dated in 2011 but the approach to the book is relevant. A good way to look at your brand and evaluate whether you are using digital tools in the best way you can.
Mark Flanagan
Had the authors of this slim book followed their own advice, it would have been published as a free downloadable pdf from their web site. A good read for anyone stuck in web 1.0.
Mar 10, 2009 Kristine rated it 4 of 5 stars
Great biz book, easy/fast read. Recommended for anyone interested in the new dynamic of social networking on business.
Adam Schweigert
Ideas are solid, but could use an update (written in 2007, so obviously a lot of the examples are now pretty dated)
Nice framework, but ultra-outdated book.
Michelle Davis
A quick read on the latest concept in branding.
Aug 29, 2008 Megan is currently reading it
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