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

Contents......Page 6
Introduction......Page 10
RULE #1: Insight Comes Before Inspiration......Page 24
Q&A: The Klauberg Manifesto......Page 44
RULE #2: Don’t Repurpose, Reimagine......Page 54
Q&A: Alex Bogusky Tells All......Page 74
RULE #3: Don’t Just Join the Conversation—Spark It......Page 82
Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0......Page 104
RULE #4: There’s No Business Without Show Business......Page 112
Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment......Page 130
RULE #5: Want Control? Give It Away......Page 136
Q&A: \"Obama Girl\" Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media......Page 150
RULE #6: It’s Good to Play Games with Your Customers......Page 158
Q&A: Mike Benson and the ABCs of Advergames......Page 174
RULE #7: Products Are the New Services......Page 180
Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency......Page 192
RULE #8: Mobile Is Where It’s At......Page 202
Q&A: BMW and Beyond: \"Activating\" Traditional Media through the Power of Mobile......Page 222
RULE #9: Always Keep Surprises In-Store......Page 230
Q&A: The Future of the In-Store Experience, from the Father of Social Retailing®......Page 244
RULE #10: Use Smart Ads Wisely......Page 254
Q&A:The Social Net—Privacy 2.0......Page 274
Additional Resources......Page 284
Notes......Page 286
Acknowledgments......Page 296
B......Page 298
D......Page 299
J......Page 300
P......Page 301
S......Page 302
Z......Page 303
About the Author......Page 304