The Open Brand: When Push Comes to Pull in a Web-Made World |  | Authors: Kelly Mooney, Nita Rollins
Publisher: Peachpit Press
List Price: $24.99
Buy New: $12.40
as of 11/25/2009 01:43 CST details
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Seller: Blue Rocket Books
Rating:  19 reviews
Sales Rank: 49791
Media: Paperback
Edition: 1
Pages: 208
Number Of Items: 1
Shipping Weight (lbs): 0.4
Dimensions (in): 7.2 x 6 x 0.5
ISBN: 0321544234
Dewey Decimal Number: 380
EAN: 9780321544230
ASIN: 0321544234
Publication Date: March 14, 2008
Availability: Usually ships in 1-2 business days
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Product 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 Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence.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.
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| Customer Reviews:
Showing reviews 1-5 of 19
 Does not really tell you anything new November 9, 2009
Jeff Kaldahl
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 Key October 2, 2009
John R. Sedivy (Cape Cod, MA)
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 account September 6, 2009
Brian J. Kopp (Twin Cities, MN USA)
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! April 1, 2009
Christie McQueen (Boston, MA)
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!
An "Elements of Style" for a wired world March 31, 2009
-galwaygirl- (Cambridge, MA)
This is a tiny book containing some huge ideas, and gorgeously designed. It is a pleasure to view and to hold. The central conceit of The Open Brand revolves around the careful reverse-engineering of a false-acronym etymology for the word "O.P.E.N.": On-demand, Personal, Engaging, and Networked. Kelly Mooney has a gift for taking enormously complex ideas and making them easy-to-digest, as well as for restating common-sense into a practical distillation for those whom it might not be common-knowledge.
In her breakdown, on-demand refers to the rise, and expectation, of instant-gratification consumerism. Personal means discovering and acknowledging at a granular level the uniqueness of each potential or actual customer, and providing tailored services through constant dialogue. Engagement is emotional; long-tail interactive and meaningful relationship-building. Networked calls specifically to social media: it's about acknowledging the viral value of each consumer, finding homes for brands in users' communal online niches.
The foursquare of the OPEN brand is supplemented by four C's denoting "icitizen" user-populations, broken down not by age or other standard demographic metrics, but by skill and comfort level in the new social medium: competence (I can), corresponding to the on-demand-ness of a brand; collectivism (I connect), corresponding to engagement; cultural change (I am), corresponding to networks; and celebrity (I matter), corresponding to the P in OPEN. These are arrayed on a spectrum in which competent users have few, but strong, online connections and meaningful conversational relationships with their connections (they excel at closing on purchasing decisions), through celebrity users who have a vast number of weak ties; their words carry further (they excel at raising brand awareness). Marketers can find value at any point in this spectrum.
It's hard to do justice to her ideas, and to her explication of these ideas, in such a small space. In such a tiny and concise book, the fact that entire chapters are dedicated to digital millennials, to metrics, and to copyright law in a user-generated world underscore the importance of these concepts without giving them short shrift. This is a companion volume: slim, elegant, and the one that you will refer to again and again. It defines the grammar of a brave new world.
Showing reviews 1-5 of 19
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