O P E N

The OPEN Brand by Kelly Mooney and Nita Rollins, Ph.D. Today, consumers are calling the shots more than ever before, challenging brands’ authority with their own creativity and cultural clout—and are once again providing brands with a new world map. The Open Brand: When Push Comes to Pull in a Web-Made World is more than just a book. It’s the foundation of our work. The Open Brand and the O.P.E.N. framework illuminate both the risks and rewards of opening up to consumer involvement and describe the experiences that will ensure brands’ relevance in a web-made world.
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O On-Demand

Delivers accessible, self-directed and instantly gratifying experiences

Experience Attributes

  • Efficiency
  • Ease
  • Control
  • Findability
  • Instantaneousness

Featured Case Study
Merrell Barefoot

P Personal

Facilitates meaningful interaction with many markets of one

Experience Attributes

  • Acknowledgement
  • Dialogue
  • Customization
  • Privilege
  • Belonging

Featured Case Study
Sherwin-Williams

E Engaging

Deepens attachment through relevant emotional experiences

Experience Attributes

  • Participation
  • Entertainment
  • Inspiration
  • Contextual Relevance

Featured Case Study
Gain

N Networked

Taps the exponential potential of individual consumers and online niche communities

Experience Attributes

  • Self-Expression
  • Ego-Gratification
  • Goodwill Exchange
  • Meaningful, Visible Change
  • Community-Building

Featured Case Study
Purina Cat Chow

The Authors

Kelly Mooney: Resource Interactive

Kelly Mooney, Chief Executive Officer

Known to many as a pacesetting thought leader and two-time author of two highly influential business books, Kelly is first and foremost an experienced business leader.  Throughout her tenure, she has honed the firm’s capabilities in research, consumer insights, strategy and ecommerce, positioning Resource as the go-to agency for anticipating and delivering what consumers want from brands in the digital age.
Dr. Nita Rollins: Resource Interactive

Dr. Nita Rollins, Futurist

As Futurist for Resource Interactive, Nita identifies consumer, sociocultural and technological trends critical to digital brand marketing and ecommerce, and consults clients about their creative application to business objectives. She serves on Resource’s Marketing Council and has produced or consulted on most of Resource’s thought leadership initiatives for the last seven years, including keynote presentations, Litmus white papers, the annual holiday online retail report and the highly acclaimed iCitizen Client Symposium.

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