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tactics have been superseded by new forms of influence.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.