Open Brands
From TheOpenBrandWiki
Open brands are avid advocates of consumer participation—leveraging the power of communities and networks, and enabling the consumer to influence the brand and co-create its future. These brands understand that the way forward is to be open: open to consumer’s new expectations and interventions, and O.P.E.N.—on-demand, personal, engaging, and networked.
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[edit] On-demand
Tell us about a brand that creates experiences for the time-starved consumer who views the internet as a life management tool and prefers relative anonymity as she seeks speed-to-information and task completion. This experience is characterized by ease and efficiency, findability, instantaneousness, and control.
[edit] Brands that are On-demand
[edit] Personal
Tell us about a brand that caters to a consumer who would expect a brand to foster a relationship with her. Within this experience, the brand enables individualized interaction, caters to her preferences, and boosts her ability to influence others—and be recognized for doing so. This experience is characterized by acknowledgement, dialog, customization, privilege and popularity.
[edit] Brands that are Personal
- Fohboh.com [1]
- Belvedere Vodka, UK, Belvedere private room [2]
- Capital One Credit Card Lab[3]
- Lands' End Live
- Kashi
[edit] Engaging
Tell us about a brand that takes it cues from the consumer that wants to be diverted and engrossed, and who develops an emotional attachment to brands that provide the means and occasions to shore up their social identities. An engaging experience satisfies consumers’ desires to do more than acquire or observe. This experience is characterized by increased belonging, participation, immersion, entertainment and inspiration.
[edit] Brands that are Engaging
[edit] Networked
Tell us about a brand that is inspired by icitizens driven to effect cultural change, and who would expect a brand to do the same. The earmarks of the networked experience are self-expression, ego gratification, goodwill exchange, portability, and meaningful, visible change.
[edit] Brands that are Networked
[edit] Opened Up
Knowing where a brand stands currently and where it should go requires prioritizing experiences—and their corresponding open brand tactics—as OPEN (on-demand is most important because too many of my consumers bail during checkout). Or perhaps as NOPE (networked AND on-demand constitute the way forward because my target market is millennials and my competitor doesn’t know the first thing about m-commerce), or maybe even PONE. No matter their order, they should be enabled based on your priorities. Do you have a brand that is opened up all the way? Tell us how about it and how it’s creating a total experience.
