Branding Unbound : The Future Of Advertising, Sales, And The Brand Experience In The Wireless Age

0.0

Technology these days is affecting the advertising, marketing and branding world in an unprecedented manner. While it used to take three television spots for a product to register with its intended audience, it may now take as many as seventy simply because the audience has the option of choosing which messages to tune in. This is an apt example of how technology is changing the world of branding. This book on branding reveals how one can use technology to their business advantage by emulating some of the current most powerful and successful branding strategies in the world. It shows how brands will enjoy a whole new level of differentiation and customer recognition, while consumers benefit from on-the-spot convenience and message individually tailored to their needs. In addition the book offers the vision and wisdom of modern marketing gurus and business leaders in the form of Q&A sessions. They are:

0.0

RICK MATHIESON is an award-winning writer and frequent commentator on marketing, media, and technology. His articles and commentaries on those topics have appeared in AdWeek, mpulse, and E-Business, on National Public Radio, and many other media outlets. His writing on next-generation business models has garnered industry praise for the publications to which he has contributed, including USA Today and Dow Jones Interactive. His research has also become part of the curricula at The University of British Columbia, Temple University, The University of San Francisco, the National War College, and others. Mr. Mathieson is currently vice president of creative strategy for Creative i Advertising & Interactive Media, a prominent Silicon Valley–based advertising agency. He can be contacted through his Web site: www.rickmathieson.com. Table of Contents Introduction CHAPTER ONE The Rise of mBranding Q&A Don Peppers: 1:1 Marketing Goes Wireless CHAPTER TWO Reach Out & Sell Someone: The Top 10 Secrets of Successful Mobile Advertising Q&A Christopher Locke: “Cluetrain Manifesto” for the Mobile Age CHAPTER THREE Dialing for Dollars: M-Commerce Puts Sales in Motion Q&A Gary Hamel: Leading the (Wireless) Revolution CHAPTER FOUR A Moving Experience: The New World of Place-Based Marketing Q&A Chet Huber: Driving Ambition CHAPTER FIVE The Wireless Point of Persuasion: Shopping for Insights at the Store of the Future Q&A Seth Godin: Permission Marketing and “My Own Private Idaho” CHAPTER SIX Service with a Stylus: Creating the Ultimate Guest Experience Q&A Tom Peters: The Gospel According to St. Peters CHAPTER SEVEN No Wires, New Rules: The Wireless World’s New Social Fabric—And What It Means to Marketers Q&A Howard Rheingold: The Mobile Net’s New “Mob” Mentality CHAPTER EIGHT Marketing 2020: The Future According to Spielberg Notes A Glossary of mBranding: A Quick Reference Guide Acknowledgments Index