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

by Kelly Mooney and Nita Rollins

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0321544234
• ISBN13: 9780321544230
• Release Date: March 2008
• Publisher: New Riders Publishing
• Length: 204 Pages
• Weight: 0.47 lbs.
• Dimensions: 0.4" x 4.5" x 7.1"

Customer Reviews

Open Up "Open Brand"

There's a plethora of books out there about Web 2.0, Social Media, Twittering, and more...but what I love about this book is that it makes it all simple and obvious and intuitive. It cuts through the impenetrable jargon, and where jargon just can't be chiseled free, it clarifies and translates. The book satisfies the unmet marketer need for clarity and simplicity. It's also written by two industry leaders who "walk the talk" on all these principles. What the authors are talking about is a new mindset...a new organizing principle...and a new consumer world order. Great case studies, superb visuals, and extremely creative. It's a go-to guide for easy and continued reference. The glossary is particularly "actionable." A great book give to someone on your team who's doesn't get that the web is more than a tool, or just a "cool" technology. - Pete

No need to fear the future

Each decade brings changes in the way people see things; react to things and buy things. With these changes there are a chosen few who really "get it." Mooney and Rollins are two such people. They are not just marketing experts, they are visionaries who have their fingers on the pulse of what it takes to advance a brand in this "web made world," So if you have a brand or just a message to spread, this is your book. I've learned a lot from reading it and it's caused me to OPEN my own thinking on marketing and expand my own brand's base. Thank you for the wake-up, it's a must read.

Give this to your CEO

There are several reasons I love this book. It is small and easy to read, which makes it possible for a plane ride. Secondly it provides a clean and clear explanation of why brands (companies) need to open up, with several compelling examples of how companies have done that successfully. For those two reasons, this is a great book to give to executives contemplating the shifts in marketing strategy. There are several graphs that I was able to use in my presentations to explain how to drive word of mouth and conversational marketing.

An amazing book for a changing world

The Open Brand: When Push Comes to Pull in a Web-Made World It's been a while since a book with the word "brand" in the title has rocked my world. But this book has done just that. Kelly Mooney and Nita Rollins present a structure, methods, case studies and measurement advice on how brands have to and can evolve in a world gone digital and open. If you are in an agency that is looking to understand digital or if you are client side struggling with how to engage a population that is enabled by technology in ways never before seen in our society, then this book is for you. Digital is no longer a channel. The internet connects all of us in ways we never foresaw. How brands build relationships in this coming time will determine who survives and who falls. But why buy this book? 1) It's written by a team of marketers who have engaged digitally with some of the top brands on the planet (Resource Interactive). 2) Unlike most books written by agencies, this book pulls no punches and actually lays their tools on the table. 3) The book presents a structure and then dives into tactics and how we have to shift what we measure. But the best part are the unbelievable number of case studies. They live what they preach and put forward their own clients and projects as fodder. I love this book in case you couldn't tell. ;)