March 2008
AIGA Design Press, in partnership with Peachpit’s New Riders imprint, announces the publication of The Open Brand: When Push Comes to Pull in a Web-Made World, by Kelly Mooney and Nita Rollins, PhD. The authors assert that traditional mass-marketing “push” tactics are giving way to the “pull” of an online population that is no longer content to merely consume. Successful brands need to be “O.P.E.N.—on-demand, personal, engaging and networked” in order to ensure relevance. This innovative book illuminates both the risks and rewards of opening up to consumer involvement in brand messages and offerings.
“First, open this book,” said Guy Kawasaki, marketing guru and managing director of Garage Technology Ventures. “Then open your mind. Then open your brand because it’s the only way to succeed in the web-made world.”
All proceeds from The Open Brand will be donated to Nicholas Negroponte’s One Laptop per Child, an organization dedicated to donating laptops to children in developing nations.
About the authors
Kelly Mooney has been a consumer-centric marketing innovator for 20 years and is the president of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, one of the first marketing books to showcase the consumer’s perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including the Wall Street Journal, BusinessWeek, Fortune, Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS’s The Early Show, Nikkei Business (Japan), Vente a Distance (France), and Capital (Dubai).
Nita Rollins, PhD, is a multidisciplinary thinker and innovation consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-Metaphysical Film (2008) and articles for Design Management Journal, New Design (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her PhD in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.
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