| Summary: | Today's marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world, The Open Brand compellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Personal, Engaging, and Networked.
"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 "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.
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