Open branding is the rule now not the exception
11/24/09 05:41 AM Filed in: Branding
There was a time
when marketers were in control of the message and
consumers viewed TV commercials but those days
are long gone and they are not coming back. In
today's market consumers co-create brands and buy
what their friends endorse over push advertising
and branding.
In Kelly Mooney's new book "Open Brand" she talks about the difference between an open brand and a closed brand. Now look at the chart below and tell me, which one describes your marketing? This is why the implementation of social media won't mean a hell of a lot for most marketers. In order to leverage social media you need to be an open brand and using closed brand techniques in social media is like using an auto reply on Twitter.
In Kelly Mooney's new book "Open Brand" she talks about the difference between an open brand and a closed brand. Now look at the chart below and tell me, which one describes your marketing? This is why the implementation of social media won't mean a hell of a lot for most marketers. In order to leverage social media you need to be an open brand and using closed brand techniques in social media is like using an auto reply on Twitter.
