Friday, September 28, 2007

Why you need to have an "open brand"

Kelly Mooney, a thoughtful analyst of marketing trends, has identified and named the "open brand" as a crucial strategy for success. The concept - set out in detail on her microsite - refers to the idea that the brand leaders of tomorrow will embrace dialogue with consumers enabled by the internet, and move away from old ideas of controlling a brand.

Fascinating stuff. What are the implications for your brand?

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