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

Are you dangerously CLOSED?

Do You Believe...? OR Do You Believe...?

Companies use marketing to control their message.	→	Consumers influence the messages marketers send.
Brand managers own and orchestrate the brand.	→	Consumers co-create brands.
Merchants dictate the product or service assortment.	→	Consumers’ opinions dictate the assortment.
Consumers buy what marketers promote.	→	Consumers buy what their friends endorse.
Feedback only happens when brands invite it.	→	Consumers give feedback, expect to be heard and make noise if they’re not.
Ideas that matter come from the brand.	→	Consumers have ideas that matter to other consumers.
TV is where all marketing begins.	→	Consumers view TV commercials as TiVo fodder.
The web is for extending campaigns (if there’s leftover ...