The Book

O.P.E.N. for Business

The Open Brand

In her first book, The Ten Demandments, Kelly Mooney identified the consumer as the new driver of the marketplace dynamic.

Today, consumers are calling even more of the shots—challenging brands’ authority with their own creativity and cultural clout, and Mooney is once again providing brands with a new world map.

The Open Brand: When Push Comes to Pull in a Web-made World is a lively interpretation of the sea-change in marketing being wrought by the social web. The open source software movement was the first indication that our consumerist society would not be conducting business as usual online. New behaviors—creating, sharing, influencing—are becoming widespread enough to blur forever the roles of producer and consumer, celebrity and average citizen, traditional authority figure and the new truth tellers and taste makers.

Facing wholly new patterns of cultural influence, and the rise of the icitizen, not to mention the growing ineffectuality of traditional advertising, marketers are in need of fresh strategic direction. The Open Brand argues compellingly that the way forward for brands is through being open: open to consumers’ new expectations and interventions, and O.P.E.N.—on-demand, personal, engaging and networked.

Created through an open model itself, The Open Brand was written by Kelly Mooney, President and Chief Experience Officer of Resource Interactive, and Dr. Nita Rollins, Resource Interactive's Director of Thought Leadership, as well as by dozens of Resource Interactive associates, clients, and industry innovators.

The Open Brand is your next essential read: a convincing compass for navigating the web-made world.