Open Brand When Push Comes to Pull in a Web-Made World, The

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. This means marketers are now facing wholly new patterns of cultural influence, and the rise of personal brands or icitizens. Through a deconstruction of some of the marketing world's fundamental practices and precepts, a portrait gallery of icitizens, and a strategic framework for creating and measuring the four essential consumer experiences of the web-made world,The Open Brandcompellingly argues that the way forward for brands is through being O.P.E.N. That means On-demand, Participatory, Emotional and Networked.

Nita Rollins has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.