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

Kelly Mooney and Nita Rollins

New Riders Publishing,  March 2008

Amazon Barnes & Noble Books-A-Million IndieBound

Many of today's best brands are powered by the technologies, traits and trends of the digital channel. Old mass-marketing push tactics are being superseded by the pull of an online population prolifically creating, sharing and influencing each other. The potent pairing of digital notoriety and network effects has given rise to a new cultural authority: the icitizenry.

A radical business imperative emerges from these forces: open up to consumer involvement in your brand's messages and offerings. The Open Brand illuminates both the risks and immense rewards of doing so, and describes the On-demand, Personal, Engaging and Networked consumer experiences that will ensure brands' relevance in a web-made world.

paperback | ISBN: 9780321544230 | Publication Date: March 2008

Reviews:
"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

"If you're serious, really serious, about thriving in the world we live in now, you won't just read this book, you will devour it, digest it, embrace it and live it. This is a little book containing a very big idea."
--Seth Godin, Author, Meatball Sundae

"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