false 2421680 1 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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence. Tthese 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.<br> <br> 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, <i>The O</i><i>pen Bran</i><i>d</i> 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.<br> 2428860 14 3 2008 The Open Brand: The When Push Comes to Pull in a Web-Made World total:16|5:4|4:5|3:5|2:2| 16 59 35 7 5 0 false false Fri Aug 22 11:15:55 -0700 2008 Sat Aug 23 12:27:48 -0700 2008 more...]]> 5 0 false false Sun Jun 15 00:00:00 -0700 2008 Tue Jul 01 17:27:15 -0700 2008 Tue Jul 01 17:28:09 -0700 2008
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 a...more...]]> 2 0 false false Sun Jun 01 00:00:00 -0700 2008 Mon Mar 17 16:10:41 -0700 2008 Sun Jun 01 21:55:49 -0700 2008 more...]]> 4 0 false false Fri Mar 21 00:00:00 -0700 2008 Mon Feb 04 13:44:12 -0800 2008 Fri Mar 21 13:02:14 -0700 2008 The Open Brand: When Push Comes to Pull in a Web-Made Wor...more...]]> 2 0 true false Sat Oct 18 00:00:00 -0700 2008 Sat Oct 18 19:41:39 -0700 2008 Mon Oct 20 07:23:53 -0700 2008 4 0 false false Tue Mar 10 20:22:14 -0700 2009 Tue Mar 10 20:22:28 -0700 2009 0 0 false false Fri Aug 29 11:20:13 -0700 2008 Fri Aug 29 11:20:42 -0700 2008 ]]> 0 0 false false Sun Sep 20 16:37:55 -0700 2009 Sun Sep 20 16:37:55 -0700 2009 0 0 false false Sat Aug 29 06:27:49 -0700 2009 Sat Aug 29 06:27:49 -0700 2009 0 0 false false Thu Aug 20 00:07:51 -0700 2009 Thu Aug 20 00:07:51 -0700 2009 5 0 false false Tue Jul 28 07:41:09 -0700 2009 Tue Jul 28 07:41:09 -0700 2009 3 0 false false Wed Jul 15 18:25:06 -0700 2009 Wed Jul 15 18:25:42 -0700 2009 0 0 false false Tue Aug 25 20:27:12 -0700 2009 Wed Jul 08 07:20:21 -0700 2009 Tue Aug 25 20:27:12 -0700 2009 0 0 false false Fri Jul 03 14:18:07 -0700 2009 Fri Jul 03 14:18:07 -0700 2009 0 0 false false Tue Jun 16 13:16:41 -0700 2009 Tue Jun 16 13:16:45 -0700 2009 0 0 false false Mon Jun 15 14:39:57 -0700 2009 Mon Jun 15 14:39:57 -0700 2009 0 0 false false Sun Apr 19 14:15:03 -0700 2009 Sun Apr 19 14:15:03 -0700 2009 4 0 false false Mon Dec 01 00:00:00 -0800 2008 Sun Jan 25 19:22:21 -0800 2009 Sun Jan 25 19:22:38 -0800 2009 0 0 false false Sun Jan 25 14:19:12 -0800 2009 Sun Jan 25 14:19:12 -0800 2009 0 0 false false Fri Jan 02 01:09:43 -0800 2009 Fri Jan 02 01:09:50 -0800 2009 http://www.goodreads.com/book_link/follow/8?book_id=2421680