open branding

OPEN BRANDING

The “open” brand is a keen supporter of consumer participation – to leverage the power of communities and networks – and allows the consumer to influence the brand and its future.


The brave new world of the ‘World Wide Web’ has contributed to major changes in the way we do our daily tasks as well as it has led us to revise our relationship with so many things around us.

Likewise, since the birth of the Internet, consumers have changed radically in their relation to the market products and thus the use of it for retrieval of information and purchase of products online, as well have the effects of the social media associated with product publicity among consumers.

In order to deal with this authoritative new consumer who creates, shares and influences via the social web, a brand should be OPEN (On-demand, Personal, Engaging, Networked) *

Open branding requires a cultural shift in any business to clearly understand and embrace this new reality. Openness needs new talent, new thinking, new models, new risks and new interpretations of ROI.

*from the book “The OPEN BRAND”, by Kelly Mooney

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