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The Open Brand

By Kelly Mooney

Summary/Book Overview:

In The Open Brand, Kelly Mooney takes a look at the movement towards a more consumer-centric, multi-channel marketing approach due to the rise of the internet. She discusses the extent of consumer’s overwhelming motivation to be heard, make their mark, control their experiences, shape products, and share their opinions. In the past we have worked in a “push” marketing environment where companies would push their message out to the consumer; but now we are evolving into a “pull” market where consumers are pulling this information from various channels.

This new breed of consumers, “icitizens,” as Mooney refers to them, are forcing marketers to rethink their approach as research increasingly shows the power of these consumers – both as individuals and communities. Brands need to be open to forming multidimensional relationships with their consumers by accommodating all the ways these consumers are using the tools on the web and other technologies to create, share, and influence brands and each other.

Breaking down the open brand framework, Mooney provides the reasoning behind the four experiences of an open brand, characteristics of the consumers that are looking for these experiences, as well as examples of when a certain experience should become your primary focus.

Recommended Readers (who should read it (titles) and why):

  • Anyone that is interested in the ever-evolving online world and how this evolution affects both consumers and brands.
  • Any business owner or marketer that would like to stay ahead when it comes to overarching trends within the interactive world and how they impact the future of brands.

Top Takeaways:

The Open Brand Framework

O – On-Demand Experience (Consumer belief – “I can”)
P – Personal Experience (Consumer belief – “I matter”)
E – Engaging Experience (Consumer belief – “I connect”)
N – Networked Experience (Consumer belief – “I am”)

A brand needs to prioritize the experience that will best represent the value that is most important to their consumers and that is deemed most important by a brand to a common business objective.

About the Author:

Kelly Mooney, also the author of The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, is the President & CEO of Resource Interactive. In 1997, Mooney spearheaded the creation of Resource E-commerce Watch, the industry's first qualitative analysis of the online customer experience.

Mooney is a frequent keynote speaker for industry conferences as well as client events. She lectures at The Ohio State University, is on Shop.org's Board of Directors, and has been a contributor to Brandweek.

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