|About the Book|
This is the eBook version of the printed book.The open source software movement was the first indication that our consumerist society would not be conducting business as usual online. New behaviors--creating, sharing, influencing--are becomingMoreThis is the eBook version of the printed book.The open source software movement was the first indication that our consumerist society would not be conducting business as usual online. New behaviors--creating, sharing, influencing--are becoming widespread enough to blur forever the roles of producer and consumer, celebrity and average citizen, traditional authority figure and the new truth tellers and taste makers. This means marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens.Through a deconstruction of some of the marketing worlds fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging and Networked.A twenty-year veteran of consumer-centric marketing, Kelly Mooney is industry-renowned for her ability to translate the complexities of the digital channel and consumer behavior into actionable business solutions. Kelly is President and Chief Experience Officer of Resource Interactive. She is co-author of the groundbreaking business book, The Ten Demandments: Rules to Live by in the Age of the Demanding Customer, Dr. Nita Rollins is Director of Thought Leadership at Resource Interactive, a top-ranked, independent agency renowned for its Fortune 500 clients such as Wal-Mart, Target, The Coca-Cola Company, Apple, Reebok and Victorias Secret, and for its digital marketing thought leadership.