“The OPEN brand is an avid advocate of consumer participation—of leveraging the power of communities and networks—and enables the consumer to influence and co-create its future.”
-Excerpt from The Open Brand

Our second book, The Open Brand: When Push comes to Pull in a Web-Made World (New Riders/AIGA, March 2008) shows how marketing and branding are being transformed by the technology-inspired power shift from brands to consumers, and shows marketers how to embrace the future as it unfolds today. The Open Brand illuminates both the risks and rewards of opening up to consumer involvement, and describes the On-Demand, Personal, Engaging and Networked consumer experiences that will ensure brands’ relevance in a web-made world.

Visit The Open Brand microsite
Buy a copy of The Open Brand

Read More:
The Open Imperative presentation