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

Kelly Mooney, Nita Rollins

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商品描述

Many of the best brands today are of geek pedigree, powered by the technologies, traits and trends of the ascendant digital channel. Amidst the decline of mass marketing, push marketing tactics have been superseded by new forms of influence. These include the creating, sharing and influencing behaviors of an online population no longer content merely to consume, and the potent pairing of digital notoriety and network effects, which has given rise to the icitizenry.

From these sociocultural forces emerges a radical business imperative: to open up to consumer involvement in a brand's messages and offerings. Published under Peachpit's New Riders imprint in partnership with AIGA Design Press, The Open Brand illuminates both the risks and immense rewards of doing so, and describes the essential consumer experiences that are requisite for cultural relevance—On-demand, Personal, Engaging, and Networked experiences, representing the chief values of the web-made world.

商品描述(中文翻譯)

如今,許多頂尖品牌都具有極高的科技血統,憑藉著當今主導數位領域的技術、特點和趨勢而崛起。在大規模行銷衰退的背景下,推送式行銷策略已被新形式的影響力所取代。這些包括在線人口創造、分享和影響行為,他們不再僅僅滿足於消費,以及數位聲譽和網絡效應的強大結合,這使得「數位公民」崛起。

在這些社會文化力量的推動下,出現了一個激進的商業要求:開放消費者參與品牌的訊息和產品。《The Open Brand》由Peachpit的New Riders印刷品牌與AIGA Design Press合作出版,詳細闡述了這樣做的風險和巨大回報,並描述了文化相關性所必需的消費者體驗,即即時、個人化、引人入勝和網絡化體驗,代表著網絡世界的主要價值觀。