The open brand: [when push comes to pull in a web-made world]
Today's 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 world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating an...
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Hauptverfasser: | , |
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Format: | Buch |
Sprache: | English |
Veröffentlicht: |
Berkeley, Calif.
New Riders
2008
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Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Zusammenfassung: | Today's 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 world's 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 "First open this book. Then open your mind. Then open your brand because it's the only way to succeed in the web-made world." -Guy Kawasaki, Managing Director, Garage Technology Ventures "The Open Brand prepares marketers for the social web-empowered consumer and charts the course for opening your brand." -Gary Briggs, SVP, Chief Marketing Officer, eBay North America "How many of your assets does a consumer want to access in today's web-made world? All of them. Right now. It's time to open your brand." -Tim Armstrong, President, Advertising & Commerce, North America, Google "The Open Brand is both timely and extremely well done. It's the best synthesis I've read of the reasons why marketers need to 'open' their brands coupled with savvy advice about how they can begin to embrace the reality that marketing and branding are now interactive sports." -Susan Gillette, Marketing Communications Consultant, Former President of DDB Needham Chicago |
Beschreibung: | 204 S. Ill. |
ISBN: | 9780321544230 0321544234 |
Internformat
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520 | 3 | |a Today's 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 world's 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 | |
520 | 1 | |a "First open this book. Then open your mind. Then open your brand because it's the only way to succeed in the web-made world." -Guy Kawasaki, Managing Director, Garage Technology Ventures "The Open Brand prepares marketers for the social web-empowered consumer and charts the course for opening your brand." -Gary Briggs, SVP, Chief Marketing Officer, eBay North America "How many of your assets does a consumer want to access in today's web-made world? All of them. Right now. It's time to open your brand." -Tim Armstrong, President, Advertising & Commerce, North America, Google "The Open Brand is both timely and extremely well done. It's the best synthesis I've read of the reasons why marketers need to 'open' their brands coupled with savvy advice about how they can begin to embrace the reality that marketing and branding are now interactive sports." -Susan Gillette, Marketing Communications Consultant, Former President of DDB Needham Chicago | |
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Datensatz im Suchindex
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adam_text | Contents
Foreword...................................................................................................6
Introduction..................................................................................................8
PART I: THE FUTURE OF BRANDS IS OPEN............................................14
01: Just for Openers.......................................................................16
02: O.P.E.N. for Business ............................................................28
03: Web 2.0 and the Alpha Openers..........................................................40
PART II: THE Rise OF THE ICiTIZEN.............................................................50
04: Consumerism s Counterpoint...................................................................52
05: The Power of One. Gazillion...................................................................62
06: Portraits of the iCitizen....................................................................66
07: The Digital Millennial.......................................................................74
08: Trust is in the Network..........................................................................80
09: The Love Triangle ..............................................................................90
PART ill: INSIDE THE OPtN BRAND................................................... ¦¦: .,
10: The Open Brand Framework ............................................................ 102
11: On-Demand..............................................................................108
12: Personal ................................................................................ 118
13: Engaging ...................................................................................... 128
14: Networked ........................................................................................138
15: Opened Up.......................................................................................148
PART IV: GETTING TO OPEN.............................................................. -:
16: Opening Measures...................................................................... 160
17: Opening Jitters............................................................................ 174
18: Rules of the Open Road.........................................................................186
APPENDIX..................................................................................................191
Open Lingo.................................................................................................192
Acknowledgments.......................................................................................198
Index........................................................................................................200
|
any_adam_object | 1 |
author | Mooney, Kelly Rollins, Nita |
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ctrlnum | (OCoLC)179803233 (DE-599)HBZHT015697734 |
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dewey-raw | 658.827 |
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dewey-sort | 3658.827 |
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discipline | Wirtschaftswissenschaften |
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illustrated | Illustrated |
indexdate | 2024-07-09T21:28:45Z |
institution | BVB |
isbn | 9780321544230 0321544234 |
language | English |
oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017020358 |
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physical | 204 S. Ill. |
publishDate | 2008 |
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publisher | New Riders |
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spelling | Mooney, Kelly Verfasser aut The open brand [when push comes to pull in a web-made world] [Kelly Mooney and Nita Rollins] Berkeley, Calif. New Riders 2008 204 S. Ill. txt rdacontent n rdamedia nc rdacarrier Today's 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 world's 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 "First open this book. Then open your mind. Then open your brand because it's the only way to succeed in the web-made world." -Guy Kawasaki, Managing Director, Garage Technology Ventures "The Open Brand prepares marketers for the social web-empowered consumer and charts the course for opening your brand." -Gary Briggs, SVP, Chief Marketing Officer, eBay North America "How many of your assets does a consumer want to access in today's web-made world? All of them. Right now. It's time to open your brand." -Tim Armstrong, President, Advertising & Commerce, North America, Google "The Open Brand is both timely and extremely well done. It's the best synthesis I've read of the reasons why marketers need to 'open' their brands coupled with savvy advice about how they can begin to embrace the reality that marketing and branding are now interactive sports." -Susan Gillette, Marketing Communications Consultant, Former President of DDB Needham Chicago Computing and Information Technology bicssc Branding (Marketing) Trademarks Design Web sites Design Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf World Wide Web 2.0 (DE-588)7548364-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Marketing (DE-588)4037589-4 s World Wide Web 2.0 (DE-588)7548364-6 s DE-604 Rollins, Nita Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017020358&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
spellingShingle | Mooney, Kelly Rollins, Nita The open brand [when push comes to pull in a web-made world] Computing and Information Technology bicssc Branding (Marketing) Trademarks Design Web sites Design Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd |
subject_GND | (DE-588)4144679-3 (DE-588)4037589-4 (DE-588)7548364-6 |
title | The open brand [when push comes to pull in a web-made world] |
title_auth | The open brand [when push comes to pull in a web-made world] |
title_exact_search | The open brand [when push comes to pull in a web-made world] |
title_full | The open brand [when push comes to pull in a web-made world] [Kelly Mooney and Nita Rollins] |
title_fullStr | The open brand [when push comes to pull in a web-made world] [Kelly Mooney and Nita Rollins] |
title_full_unstemmed | The open brand [when push comes to pull in a web-made world] [Kelly Mooney and Nita Rollins] |
title_short | The open brand |
title_sort | the open brand when push comes to pull in a web made world |
title_sub | [when push comes to pull in a web-made world] |
topic | Computing and Information Technology bicssc Branding (Marketing) Trademarks Design Web sites Design Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd World Wide Web 2.0 (DE-588)7548364-6 gnd |
topic_facet | Computing and Information Technology Branding (Marketing) Trademarks Design Web sites Design Markenpolitik Marketing World Wide Web 2.0 |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017020358&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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