Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age (Hardcover)

by Rick Mathieson (Author)
Key Phrases: smart shelves, mobile marketing, wireless advertising, United States, New York City, San Francisco (more...)

Editorial Reviews

Review
"..interactive marketing experiences that you get the feeling that the opportunities are limitless." -- PCB007 (Printed Circuit Board's e-newsletter)

"Branding Unbound offers a stimulating read into what can be achieved through mobile or wireless marketing." -- Poolonline.com

"Mathieson has done an excellent job of explaining the broad wireless arena that impacts every segment of business and industry. -- Public Relations Quarterly

"This fascinating book is a rollercoaster ride into the powerful imaginations of wireless marketers." -- Associations Now

Branding Unbound offers a stimulating read into what can be achieved through mobile or wireless marketing. -- Poolonline.com

If you get some or none of the wireless revolution,you should probably come out of the cave&read this book. -- BrandChannel.com

It makes for a handy guide that lets marketers know where they stand in the ever shifting media landscape." -- HBS Working Knowledge

Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience&does an admirable job…With patience and clarity. -- GenerationTarget.com

Read this book [...] visualize how your information strategies may need to change in the future -- ONLINE

Review

"""[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers... makes for a handy guide that lets marketers know where they stand in the ever-shifting media landscape."" -- Working Knowledge, Harvard Business School

PCB007 (Printed Circuit Board’s e-newsletter): ""...crammed so full of ideas on how to reach, engross, enthrall and embed the consumer into interactive marketing experiences that you get the feeling that the opportunities are limitless.""

Poolonline.com: ""Branding Unbound offers a stimulating read into what can be achieved through mobile or wireless marketing.""

Associations Now: ""This fascinating book is a rollercoaster ride into the powerful imaginations of wireless marketers.""

HBS Working Knowledge (http://hbswk.hbs.edu/): ""[Mathieson’s] timely and useful book demystifies successful practices in a way that should encourage and inspire other marketers.... Branding Unbound is best when it considers practices that are hot right now. It makes for a handy guide that lets marketers know where they stand in the ever shifting media landscape.""

GenerationTarget.com: ""[A] gift of a book…Mathieson tackles the dilemma of presenting wireless marketing strategy to a general corporate audience, and does an admirable job…With patience and clarity, Mathieson explains how McDonald’s, Starbucks, Wal-Mart, and other top names in business are using a vast array of similar innovations to change the customer experience for the better. It will give motivated marketers and branders the confidence to pick up the wireless technology at their disposal and make it work for them.""

BrandChannel.com: ""If you get some or none of the wireless revolution, you should probably come out of the cave and read this book. As for those hyperventilating at the rate of change and connectivity, better to know what's out there than unplug and drop out."""

See all Editorial Reviews

Product Details

• Hardcover: 256 pages
• Publisher: AMACOM (August 19, 2005)
• Language: English
• ISBN-10: 0814472877
• ISBN-13: 978-0814472873
• Product Dimensions: 9.1 x 6.3 x 1.1 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #671,446 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 11 people found the following review helpful:

5.0 out of 5 stars One of the Best Marketing Books of the Year, November 6, 2005

By	Emanuel Carpenter... Author/Reviewer (Cleveland, Ohio) - See all my reviews

What does the usage of PDAs, cell phones, and the wireless Internet have in common? Not only are they becoming the preferred method of communication among young people but advertisers are desperately trying to find a way to reach them with their products and services without annoying them like spammers. In Rick Mathieson's new book "Branding Unbound," the author explains the technology revolution and what it means to marketers looking to capitalize on reaching this audience.

In "Branding Unbound," the author gives readers a glimpse into the future (and the present) state of wireless technology. The technology ranges from sound waves that will beam down to potential customer's ears, to grocery stores that use electronic shopping carts to enhance the shopping experience, to third-party services that will store your personal information to make your online shopping experience more convenient.

Mathieson explains that the entertainment industry is already taking advantage of the trend. Entertainers like Madonna and Justin Timberlake have already hired advertising agencies that specialize in wireless marketing and taken advantage of its audience. Now the more traditional advertisers like Cadillac and Absolut Vodka are finding ways to make their brands stand out to the young, buying audience.

"Branding Unbound" is a must read for advertisers looking to steal a glimpse into what could be the future of advertising. Though the author admits that m-marketing does have its share of problems like privacy issues, technology glitches, and a relatively small audience thus far, it would still make a lot of sense for marketers to run out, get this book, and get ready for the coming revolution. Rick Mathieson is a gifted and talented writer, and "Branding Unbound" at its outstanding best does for wireless what the Cluetrain Manifesto did for the Internet. Geeks and marketing execs alike will love this book, which is by far one of the best marketing books of the year.

Highly Recommended

2 of 3 people found the following review helpful:

2.0 out of 5 stars not a book for veterans, May 26, 2006

By	Z. Yixin "book maven" (Sydney, Australia) - See all my reviews (REAL NAME)

This book combined an exciting title with quite disappointing content to me. This is definitely not a book for those looking for solid analysis of the future of markeing and advertising, but just a laundry list of all exciting eye-catching gimmicks using wireless technologies. It looks like a cursory pachworks of materials from newspaper columns rather than a condensed book.