OPEN Brand

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I just finished reading OPEN brand which is a book on branding in the age of the Internet. The book offers a lot of common sense using uncommon words. OPEN is an acronym for On-demand, Personal, Engaging, and Networked. The other meaning of OPEN is that companies should open their brands to customers and make them part of the brands.

The basic idea of the book is that companies should listen to the customers and use the web and the mobile phones to engage the customers with the brand i.e. focus on Pull Marketing. The companies will have to change how they market to customers now that the customers are connected to each other and can make their voices heard on the web.

For a more detailed summary of the book see http://www.amazon.com/review/R131RGK09KXHZ3/ref=cm_cr_rdp_perm

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