The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World [Hardcover]

Rick Mathieson (Author)

Book Description

Publication Date: April 28, 2010

Call it the digital generation. The iPhone-toting, Facebookhopping, Twitter-tapping, I-want-what-I-want, how-I-wantit generation. By whatever name, marketers are discovering that connecting with today's elusive, ad-resistant consumer means saying goodbye to 'new media', and hello 'now media'. Featuring exclusive insights and inspiration from today's top marketers as well as lessons from some of the world's most successful digital marketing initiatives, this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others. Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention! before the audience hits the snooze button.

Editorial Reviews

Review

“Through persuasive arguments and q&a’s with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas.” --Publishers Weekly

"Well-written, and extremely interesting....Truly a banquet of new, fresh ideas, Mathieson's book deserves a spot on every marketer's bookshelf." --Inland Empire Business Journal

Book Description

Call it the digital generation. The iPhone-toting, Facebook-hopping, Twitter-tapping, I-want-what-I-want, how-I-want-it generation. By whatever name, marketers are discovering that connecting with today’s elusive, ad-resistant consumer means saying goodbye to “new media,” and hello “now media.”

Featuring exclusive insights and inspiration from today’s top marketers—as well as lessons from some of the world’s most successful digital marketing initiatives—this eye-opening book reveals how readers can deliver the kind of blockbuster experiences that 21st century consumers demand. Spanning social networking, augmented reality, advergames, virtual worlds, digital outdoor mobile marketing, and more, this book presents an inside look at digital strategies being deployed by brands like Coca-Cola, Burger King, BMW, Axe Deodorant, NBC Universal, Doritos, and many others.

Revealing ten essential secrets for capitalizing on the right mix of digital channels and experiences for any brand, this book reveals how to demand attention…before the audience hits the snooze button.

See all Editorial Reviews

Product Details

• Hardcover: 282 pages
• Publisher: AMACOM (April 28, 2010)
• Language: English
• ISBN-10: 0814415725
• ISBN-13: 978-0814415726
• Product Dimensions: 6.3 x 1.1 x 9.4 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Best Sellers Rank: #274,960 in Books (See Top 100 in Books)

More About the Author

The most useful thing I can do is to direct you to a few sites of interest:

THE ON-DEMAND BRAND (www.ondemandbrand.com), the site for my upcoming book on the 10 rules for digital marketing success in an anytime, everywhere world - including a link to my blog GEN WOW (www.genwow.com), where the conversation continues online

Branding Unbound.com (www.brandingunbound.com), the official site for BRANDING UNBOUND - including a link to BRANDING UNBOUND The Blog

Rick Mathieson.com (www.rickmathieson.com) - My official Web site, with a link to my blogs

Most Helpful Customer Reviews

3 of 3 people found the following review helpful

5.0 out of 5 stars A Must Read for the Savvy Business Person June 16, 2010

By J. Mccall

Format:Hardcover

WARNING! This book is for you if you're a smart, savvy business/marketing person. If not, you might be confused by the significance of its contribution.

In business, many of us feel like we're falling behind. We've tried to keep up with the latest device or digital channel only to wonder if it's helping our business. We've chased after all that's cool only to discover that our customers have moved on to something else. This is where Rick Matheison, author of The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World really shines. He says it's not about trying to keep up with the latest and greatest tool or social media outlet. You are not out of the loop simply because you don't understand everything digital yet, but you do need to have a philosophical framework for approaching any digital marketing intiative, whether it's using the channels we know and deal with today--mobine, Facebook, Twitter and so on--or channels five years from now that we haven't yet imagined.

Finally!! A book that shares with us the framework for figuring out what to do next!

J. McCall, host of Your Brand with Joanne McCall radio show

1 of 1 people found the following review helpful

5.0 out of 5 stars "The On-Demand Brand" > 10 Rules To Strategies For Digital Marketing Success!!!... September 14, 2012

By Michael Sykes

Format:Hardcover

>>>..."The On-Demand Brand" reveals to US the 10 essential rules for building on-demand brand experiences, drawn from our digital universes that are highly personalizable and uniquely shareable with our Customers / Consumers creating and participating in multiple communities of interest!!!...>>> "The On-Demand Brand" will show US how to bulld awareness and demand for our product & services offerings by honing in on the right combination of digital channels and interactions for our brand!!!...>>> Rick Mathieson, Authority, Author, etc. has put together the 10 Rules in 282+ Pages of Rich Knowledge, Content, Context, Examples, Q&A, and so much more!!!...>>> Taken together, "The On-Demand Brand" is about an approach, a way of assessing Customers / Consumers insights and then Harnessing innovation to best capitalize on the major consumer digital trends of the next decade---the ones WE recognize and deal with today, as well as the ones WE haven't yet imagined!!!...>>> However, these rules will be rendered Useless if our brand doesn't produce compelling products & services that Customers / Consumers want to Buy---at Prices they want to buy them for---and if YOU don't Service those Customers / Consumers well!!!...The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
>>>..."The On-Demand Brand" opens with Praise, Dedication, Table / Contents, Portal Entry - THE ON-DEMAND BRAND to the Introduction, prior to Rule #01 of 10...>>> Ready, Let's Roll!!!...
>>>...Rule #01 - Insight Comes Before Inspiration + Q&A.
>>>...Rule #02 - Don't Repurpose, Reimagine + Q&A.
>>>...Rule #03 - Dont's Just Join the Conversation---Spark It + Q&A.
>>>...Rule #04 - There's No Business Without Show Business + Q&A.
>>>...Rule #05 - Want Control? Give It Away + Q&A.
>>>...Rule #06 - It's Good to Play Games With Your Customers + Q&A.
>>>...Rule #07 - Products Are the New Services + Q&A.
>>>...Rule #08 - Mobile Is Where It's At + Q&A.
>>>...Rule #09 - Always Keep Surprises In-Store + Q&A.
>>>...Rule #10 - Use Smart Ads Wisely + Q&A.
>>>..."The On-Demand Brand" closes with Additional Resources, Notes, Acknowledgments, Index & About the Author!
>>>..."The On-Demand Brand" will give YOU a through understanding of the Best Strategies for connecting with your audiences, and inspiring the kind of interest your brand deserves!!!...>>> However, After your Investment / Purchase & Reading, etc. of "The On-Demand Brand", The next step is a Call-To-Action for YOU to Prioritize & Implement the Best Strategies for your Customers / Consumers...NOW / TODAY...While They are still your Customers / Consumers!!!...>>> Always Remember, Change Is The Only Constant!!!...>>> Carpe Diem / Seize The Day!!!...>>> Time Is Our Only Non-Recoverable Resource!!!...>>> Michael!!!...

1 of 1 people found the following review helpful

4.0 out of 5 stars Yes, it's 24/7 marketing September 9, 2010

By Nancy Loderick VINE™ VOICE

Format:Hardcover

Customers want it; they want it now and they want it on their terms. Rick lays out 10 Rules for Marketing in this new environment. Rick explains each rule and includes real-life successes. I liked the Question and Answer section at the end of each chapter, where an expert in that particular rule is interviewed.

My favorite rules:

**Rule #2 - Don't repurpose, reimagine. I was fascinated by HBO's drama that projected an apartment cut-away on the sides of buildings. Scenes were also posted on YouTube, Flickr and mobile. HBO successfully used all media channels, but with a creative twist.

**Rule #3 - Don't just join the conversation, spark it. It's all about engaging and entertaining customers. You need to give customers a reason for coming back.

**Rule #7 - Products are the new services. The Nike+ running shoe interacts with an iPod nano to monitor your workout. How neat is that?

There is nothing completely new or earth shattering in this book, but the rules are presented in such a straight-forward way that it's easy to remember and understand what they're all about.

I recommend this book to all marketers wanting to:

1. Understand the new 24/7 digital age.
2. Learn tactics to succeed in this new environment.