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

Introduction

Five years ago, my first book, The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, was published. Resource Interactive, the interactive marketing firm where I am President, was an early advocate of consumer-centric, multichannel marketing, and The Ten Demandments highlighted what we perceived to be consumers’ growing expectations—due to their internet empowerment—to dictate marketplace dynamics.

The Open Brand: When Push Comes to Pull in a Web-Made World continues charting the same trajectory of consumer empowerment. It examines what few could have predicted: the extent of consumers’ overwhelming motivation for and adeptness at being heard, making a mark, controlling their experiences, shaping products, and ...