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The Open Brand: When Push Comes to Pull in a Web-Made World Paperback


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Product Details

  • Paperback: 208 pages
  • Publisher: New Riders; 1 edition (March 14, 2008)
  • Language: English
  • ISBN-10: 0321544234
  • ISBN-13: 978-0321544230
  • Product Dimensions: 7.1 x 4.5 x 0.4 inches
  • Shipping Weight: 5.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #700,425 in Books (See Top 100 in Books)

Editorial Reviews

Review

"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 Bran d 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

About the Author

Kelly Moone y has been a consumer-centric marketing innovator for 20 years, and is the President of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of t he Demanding Co nsumer, one of the first marketing books to showcase the consumer's perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including Th e Wall Street Journa l, Business Wee k, Fortune, Inc., Fast Compan y, USA Toda y, Time Digita l, Peopl e, CNN, CNBC, CNET, CBS's "The Early Show," Nikkei Busi ness (Japan), Vente a Dist ance (France), and Capit al (Dubai).

Nita Rollins, Ph. D is a multidisciplinary thinker and Innovation Consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Subl ime and the Kitsch in Post-Metaphysical F ilm (2008), and of articles for Design Management J ournal, New Desig n (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her Ph.D. in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.

More About the Author

A widely influential thought leader and spokesperson in the digital and multichannel arenas, Kelly Mooney is a twenty-year veteran of consumer-centric marketing and industry-renowned for her uncanny gift to translate the complexities of the digital channel and consumer behavior into actionable business solutions.

Mooney first highlighted the shift of power from marketer to consumer when she co-wrote the groundbreaking book, The Ten Demandments: Rules to Live By in the Age of the Demanding Customer (McGraw-Hill, 2002). Translated into 11 languages, the book is a real-world roadmap for winning customers' hearts and keeping their loyalty, and has been hailed as the ultimate guide to satisfying today's increasingly demanding and empowered consumer.

Five years later, Mooney debuts her second book, The Open Brand: When Push Comes to Pull in a Web-Made World, which dissects the social web revolution'from the rise of personal brands to the online consumer's inclination to create, share and influence'and unveils the new strategic imperatives for brands to be on-demand, personal, engaging and networked: O.P.E.N.

As President and Chief Experience Officer of Resource Interactive, Mooney inspires business leaders to welcome consumers into the value creation of their brands. She leads a company of award-winning interactive marketing teams in the development of brand-building consumer experiences for companies such as Procter & Gamble, Hewlett-Packard, The Coca-Cola Company, Victoria's Secret, Best Buy, L.L. Bean and Wal-Mart.

The Wall Street Journal, Fortune, Inc., BusinessWeek, Time Digital and Fast Company among others have covered Mooney's and Resource's work.
Mooney is a frequent keynote speaker for industry conferences including NRF's Shop.org, Young Presidents' Organization, Fast Company's Real Time, The Direct Marketing Association, American Marketing Association, Ad:Tech, Association for Women in Communications, Marketing2Women, AIGA, Guy Kawasaki's Bootcamp for Startups, Internet World and Gartner Group's E-Tail Vision, among others.

Customer Reviews

There are several reasons I love this book.
Sam Decker
Anyone who is involved in marketing, product development, sales, public relations, or customer service should read this book.
M. L Lamendola
Reading this book was probably one of the smartest moves I could make career wise.
Christie McQueen

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By M. L Lamendola VINE VOICE on March 13, 2008
Format: Paperback
Anyone who is involved in marketing, product development, sales, public relations, or customer service should read this book.

Traditionally, companies have developed their message and pushed it out to their customers--this is push marketing. Companies would push demand through the sales channels. So, the various efforts were company-driven: product development, marketing, sales, and customer service, to name a few.

Today, the marketing model is increasingly a pull model. Customers pull demand through the various channels. And not just to the companies--but to a vast network of other people. This massive customer communication puts customers, not companies, in the driver's seat. If marketing is a show, the audience of customers now controls the stage. This is why a book like The Open Brand matters.

The book consists of four Parts. Part One consists of three chapters. These focus on the concept of "Open." The author has an acronym:

O: On-demand.
P: Personal.
E: Engaging.
N. Networked.
These describe today's marketing environment. While customers are empowered due to online tools such as Instant Messaging, e-mail, blogs, and communities, the effects of their communications reach well beyond the online world into every nook and cranny of the offline world as well.

Part II discusses the iCitizen. The power of the consumer is far different from what it was a few years ago. What is this power, and how did the iCitizen end up with it? Who are iCitizens? Who has more influence--a few celebrities, or thousands of regular people who all have a voice? Part II answers these questions and more. It also explains how and why the iCitizen can be both the medium and the message.

Part III explains the response to the iCitizen.
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6 of 6 people found the following review helpful By Breeni Books on March 21, 2008
Format: Paperback
As social networking via the Internet continues to explode and branch off into new avenues, it is inevitable that standard advertising methods are becoming increasingly antiquated and ineffective. According to Kelly Mooney and Nita Rollins in The Open Brand: When Push Comes to Pull in a Web-Made World, today's tech-savvy consumer demands a larger role in brand establishment. More importantly, the influence they wield over prospective customers is unlimited.

Successful brands know that in order to build a reputation and gather repeat customers, they must create an interactive, on-demand experience for the public. Easily accessible reviews, forums, and 24/7 customer service are minimum requirements. The days of static sites are past and brick-and-mortar stores are finding it more difficult to operate without Web accessibility. Customers demand a personalized experience that focuses on their own unique needs rather than a generic message.

In addition, a brand must appeal to a customer's sense of ego and identity. Shoppers rely more than ever on the suggestions of friends, viewing standard advertising as seedy manipulation. Today's consumers can easily train themselves to ignore ads and commercials. But knowledgeable friends and colleagues are not limited to those consumers interact with on a personal level. The Internet has propelled a legion of nobodies to seemingly overnight fame and continues to uncover new celebrities on a daily basis.

Here we arrive at the core message of The Open Brand, that anybody, anywhere, has the ability to make a brand through simple word of mouth, using the Internet as a platform.
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Format: Paperback
As I read this slender but remarkably thought-provoking volume, I was reminded of Henry Chesbrough's breakthrough insights about what he calls "the open business model" and the open mindset it requires. "A business model performs two important functions: it creates value and it captures a portion of that value. It creates value by defining a series of activities from raw materials through to the final consumer that will yield a new product or service with value being added throughout the various activities. The business model captures value by establishing a unique resource, asset, or position within that series of activities, where the firm enjoys a competitive advantage."

Having thus established a frame-of-reference, Chesbrough continues: "An open business model uses this new division of innovation labor - both in the creation of value and in the capture of a portion of that value. Open models create value by leveraging many more ideas, due to their inclusion of a variety of external concepts. Open models can also enable greater value capture, by using a key asset, resource, or position not only in the company's own business model but also in other companies businesses."

This is precisely what Kelly Mooney and Nita Rollins have in mind when explain when charting the same trajectory of consumer empowerment discussed in Mooney's first book, The Ten Demandments: Rules to Live By in the Age of the Demanding Consumer. The Open Brand "examines what few could have predicted: The extent of consumers' overwhelming motivation for and adeptness at being heard, making a mark, controlling their experiences, sharing products, and sharing opinions....Marketers have to rethink their approach in the face of the mounting power and reach of consumers - both as individuals and communities...
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