The On-Demand Brand 10 Rules for Digital Marketing Success in an Anytime, Everywhere World RICK MATHIESON AMERICAN MANAGEMENT ASSOCIATION NewYork ●Atlanta ●Brussels ●Chicago ●MexicoCity ●SanFrancisco Shanghai ●Tokyo ●Toronto ●Washington,D.C. Bulkdiscountsavailable.Fordetailsvisit: www.amacombooks.org/go/specialsales Orcontactspecialsales: Phone:800-250-5308 Email:[email protected] ViewalltheAMACOMtitlesat:www.amacombooks.org Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothe subjectmattercovered. Itissoldwiththeunderstandingthatthepublisherisnotengagedin renderinglegal,accounting,orotherprofessionalservice. Iflegaladviceorotherexpertassis- tanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought. Allbrandnamesandtrademarksusedhereinarethepropertyoftheirrespectiveowners. TheBURGERKING®trademarksandadvertisementsareusedwithpermissionfromBurger KingCorporation. LibraryofCongressCataloging-in-PublicationData 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. Allrightsreserved. PrintedintheUnitedStatesofAmerica. 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Printingnumber 10987654321 For J & K, as Always This page intentionally left blank 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 This page intentionally left blank 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.
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