MARKETINGPROFS: ‘THE OPEN BRAND’: HOW BRANDS CAN THRIVE IN A CONSUMER-DRIVEN WORLD
MarketingProfs‘ Sean Howard interviews marketing expert and author Kelly Mooney about her book, “The Open Brand: How Brands Can Thrive in a Consumer-Driven World.” Learn how Mooney approaches B2B and B2C challenges.
MarketingProfs Excerpt:
When I was on a panel with Kelly Mooney at an AdAge breakfast bites conference in New York, she gave me a copy of the book she co-wrote with Dr. Nita Rollins, The Open Brand: When Push Comes to Pull in a Web-Made World, and I quickly fell in love with it.
The book is a power-packed framework and guide for how brands can thrive and participate in a world where the consumer is the creator.
Mooney and Rollins are on the senior-executive team of one of the largest and oldest digital-marketing shops in North America. I was able to follow up with Mooney to discuss some of the insights and frameworks presented in her book.