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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Delivers accessible, self-directed and instantly gratifying experiences
Experience Attributes
- Efficiency
- Ease
- Control
- Findability
- Instantaneousness
Featured Case Study
Merrell Barefoot |
 Personal
Facilitates meaningful interaction with many markets of one
Experience Attributes
- Acknowledgement
- Dialogue
- Customization
- Privilege
- Belonging
Featured Case Study
Sherwin-Williams |
 Engaging
Deepens attachment through relevant emotional experiences
Experience Attributes
- Participation
- Entertainment
- Inspiration
- Contextual Relevance
Featured Case Study
Gain |
 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
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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. |
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Dr. Nita Rollins, Futurist
As Futurist for Resource, 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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