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Moffitt, president of a communications company, and Dover, founding principal partner of New Paradigm, an IT strategy think tank, point to wiki brands--organizations, products, and services that maximize social collaboration to drive business value--as a catalyst for a major shift in brand management. Highlighting such companies as Dell; Threadless, a community-based apparel design company; and MOO, a London-based online stationary company, Moffitt and Dover show how active customer participation can get brands noticed and endorsed through the customer grapevine. They provide an excellent exploration of brand communities, what they are, and how to develop them from conception to the management stage. Of particular value to organizations are key metrics and measurement tools that will help determine if efforts are working. A handy reference guide provides succinct summations of key ideas and important questions to consider before developing wiki communities. While capitalizing on social media and customer involvement is not a new idea, there is much specific advice that companies making new forays into this arena will find useful. (Dec.)
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Executives Moffitt and Dover set out to show businesses how to use the power of customer collaboration to drive their brands forward and enhance business value with customers. With the web revolutionizing marketing, changes in brand management should coincide with the big shifts in media, communication, and marketplace conditions. Branding is no longer a simple promise, word, or image; it is now a reaction to the new scarcity in consumer attention, time, and trust, and the winners will adapt early to this new playing field. Consumers want better, faster and cheaper products made exactly the way they like them. The authors recommend engaging the customers, and co-innovating with them, and through active participation, businesses will capture customers’ loyalty through the power of relationships. There is a wealth of important information in this broad-based report on the new customer-controlled marketplace; it is an excellent wake-up call, a strategic guide, and an execution road map for business leaders. --Mary WhaleySee all Editorial Reviews
Wiki-Brands is a terrific read for anyone interested in understanding the rapidly evolving business models that digital media, social media and the internet is shaping. Read morePublished on February 8, 2012 by Marc Niola
Very clear and well thought out breakdown of what companies have done, are doing, and should be doing with their brand. Read morePublished on January 19, 2012 by AlexH
This is a very useful book for practitioners. It is a good and easy read but still covers all the important things you need to know.Published on January 18, 2012 by thomas
My overall review of Wikibrands is that it is a very useful compendium of both strategic and tactical elements of how you can create enduring brands using a clever combination of... Read morePublished on August 15, 2011 by Mr. P. Cook
A down-to-earth book on why and how to "wiki"* your brand.
* An excerpted definition of Wiki on Wikipedia: A wiki is a website that allows the creation and editing of... Read more
Dover and Moffitt successfully describe a phenomenon that is still baffling to most business professionals, especially those who grew up in the traditional world of... Read morePublished on April 30, 2011 by Paul A
"Wikibrands: Reinventing Your Company in a Customer Driven Marketplace" written by Sean Moffit and Mike Dover is a good book. Read morePublished on April 1, 2011 by Andrea M. Fuller
What is the meaning of the noun "wikibrand(s)"? According to Sean Moffitt and Mike Dover, it refers to a "progressive set of organizations, products, services, ideas, and causes... Read morePublished on March 23, 2011 by Robert Morris
Don Tapscott and his research team have sought to define the dynamics of the digital revolution through a series of books. Read morePublished on March 13, 2011 by Mark P. McDonald