The On-Demand Brand
10 Rules for Digital Marketing Success in an Anytime, Everywhere World
By: Rick Mathieson
Published: April 2010
Format: Hardcover, 304pp
ISBN-13: 9780814415726
ISBN-10: 0814415725
Publisher: AMACOM
"This book is about an approach, a way of assessing consumer insights and harnessing innovation to best capitalize on the major consumer trends of the next decade - the ones we recognize and deal with today, as well as the ones we haven't yet imagined", writes marketing thought leader and Vice-President and creative director for Creative: Advertising and Interactive Media, Rick Mathieson in his brilliant and visionary book The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World. The author describes ten core rules or principles for marketers to build on-demand brand experiences in new and innovative ways.
Rick Mathieson recognizes that brand building in the digital age is based on experiences, and as a result, many time honored marketing concepts are falling by the wayside. Indeed, many marketers and advertisers may never understand the new digital reality, and their brands may never catch up to the experience based brands. Rick Mathieson goes beyond the well trodden path of new media, and introduces the more revolutionary concept of "now media". Purveyors of leading brands have already moved past the initial waves of viral marketing, social media, user generated content, and mobile marketing, toward a more all encompassing branding experience. The marketers in these leading corporations are already thinking in terms of now media, and on-demand brands that turn a product into an entirely new experiential adventure for the consumer.
Rick Mathieson (photo left) emphasizes that the now media is about much more than simply technology. While technological advances play an important role in facilitating the on-demand brand experience, they are only one of many tools. For any digital interaction between branders and customers, a relationship must be established first based on trust and an understanding of the brand's meaning on a personal level. Social media must become a conversational leader, as the brand experience must be personalized, and also compelling both on an entertainment and in a deep personal resonance. No longer can marketers attempt to control their messages. Instead, welcoming customer generated content and experiences transforms the shared experience where control of the message is shared communally.
For me, the power of the book is the profound examination of the digital marketing experience of brands described by Rick Mathieson. The book provides both a theoretical framework to initiate fresh thinking and dialogue on branding in the atomized, digital marketplace, and real world case studies of the concepts in action. The author makes clear that the very concept of new media is not only outdated, but also misguided in principle. The on-demand brand must operate in what Rick Mathieson calls the now media, where digital immediacy and experience move past the technological barrier and enter into the deeper human consciousness. For marketers, the very idea of re-imagining their long held ideas about branding and marketing, is presenting an ongoing and difficult challenge. Without a clear understanding of the ten rules for digital marketing, marketers who persist with outmoded thinking will find their brands shut out by digital minded, experiential consumers.
I highly recommend the insightful and profound book The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson, to anyone seeking a deeper understanding of the underlying forces at work in branding in the digital era. The book opens the marketer to the endless possibilities of on-demand branding, going beyond the tools, and presenting a new vision of a radical new approach to experiential marketing.
Read the landmark book The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson, and discover how the ten principles of digital marketing success can transform a lackluster branding experience to one that resonates with the consumer at a deeper level. This book will spark creativity and innovation, and set your brand apart from the competition.
