The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

305 Pages·2010·4.81 MB·English

by  Rick Mathieson

The
On-Demand
Brand
10 Rules for Digital Marketing Success
in an Anytime, Everywhere World
RICK MATHIESON
AMERICAN MANAGEMENT ASSOCIATION
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Mathieson,Rick.
The on-demand brand : 10 rules for digital marketing success in an anytime, everywhere
world/RickMathieson.
p.cm.
Includesbibliographicalreferencesandindex.
ISBN-13:978-0-8144-1572-6
ISBN-10:0-8144-1572-5
1. Branding(Marketing)2. Internetmarketing. I.Title.
HF5415.1255.M382010
658.8'27—dc22
2009040693
© 2010RickMathieson.
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CONTENTS
Introduction..................................................IX
RULE #1 InsightComesBeforeInspiration .........................1
Q&A:TheKlaubergManifesto..................................21
RULE #2 Don’tRepurpose,Reimagine ............................31
Q&A:AlexBoguskyTellsAll....................................51
RULE #3 Don’tJustJointheConversation—SparkIt ................59
Q&A:VirtuallyAmazing:SibleyVerbeckon
BuildingBrandsinSecondLife2.0 .........................81
RULE #4: There’sNoBusinessWithoutShowBusiness...............89
Q&A:AdrianSi:RewritingtheRulesof
BrandedEntertainment..................................107
RULE #5: WantControl?GiveItAway ...........................113
Q&A:“ObamaGirl”MakesGood:BenRelles’sRacyVideos
andtheDemocratizationofDigitalMedia ..................127
RULE #6: It’sGoodtoPlayGameswithYourCustomers.............135
Q&A:MikeBensonandtheABCsofAdvergames..................151
RULE #7: ProductsAretheNewServices .........................157
Q&A:AgentProvocateur:Goodby’sDerekRobson
onReinventingtheAdAgency............................169
RULE #8: MobileIsWhereIt’sAt ...............................179
Q&A:BMWandBeyond:“Activating”Traditional
MediathroughthePowerofMobile.......................199
RULE #9: AlwaysKeepSurprisesIn-Store.........................207
Q&A:TheFutureoftheIn-StoreExperience,
fromtheFatherofSocialRetailing® .......................221
RULE #10: UseSmartAdsWisely ...............................231
Q&A:TheSocialNet—Privacy2.0 .............................251
AdditionalResources..........................................261
Notes ......................................................263
Acknowledgments ............................................273
Index ......................................................275
AbouttheAuthor ............................................281
Call it the digital generation.
The websites are so twentieth-century generation.
The iPhone toting, Facebook-hopping, videogame-fragging,
Twitter–tapping, I-want-what-I-want, when-where-and-how-I
want-it generation.
By whatever name, today’s marketers are desperate to connect with an
ever-elusive, increasingly ad-resistant consumer republic.
And they’re quickly discovering that the most powerful way to
accomplish that is through blockbuster digital experiences that say
goodbye to “new media,” and hello to “now media.”
Enter: The On-Demand Brand
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INTRODUCTION
You can always blame it on Burger King.
It was, after all, nearly three decades ago that the “Home of the
Whopper”firstintroducedasimple,seeminglyinnocuousnotioninto
popular culture that would have profound and unexpected repercus-
sions well into the twenty-first century.
As those around in the 1970s can tell you, consumers everywhere
weretoldthat,yes,theycould“holdthepickles,”or“holdthelettuce.”
With a song and a smile, TV commercials featuring dancing
cashiers reassured a previously unrecognized nation of anxious fast
foodiesthat“Specialordersdon’tupsetus.Allweaskisthatyouletus
serve it your way. Have it your way—at Burger King.”
Haveityourway.Asimple,refreshing,underheraldedintroduction
to “mass customization,” the technological capability to personalize
any order, on demand.
Fast-forward to the present day, and you can see the workings of
what has irresistibly and incontrovertibly become an on-demand
economy. The medium that introduced us to that old-time fast food
campaign couldn’t be more different. Where once there were three
broadcast television networks, there are now literally hundreds of
TV channels, seemingly niche-programmed down to subsets of sub-
sets of consumer tastes.
Historybuffs,homosexuals,gardeners,andgearheadsallhavetheir
ownTVnetworks.Programmingisnolongeraone-time-period-fits-
all affair. Indeed, it is no longer a one-device-fits-all affair, either.