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

Table of contents

1. Contents
2. Introduction (1/3)
3. Introduction (2/3)
4. Introduction (3/3)
5. RULE #1: Insight Comes Before Inspiration (1/4)
6. RULE #1: Insight Comes Before Inspiration (2/4)
7. RULE #1: Insight Comes Before Inspiration (3/4)
8. RULE #1: Insight Comes Before Inspiration (4/4)
   1. Q&A: The Klauberg Manifesto (1/2)
   2. Q&A: The Klauberg Manifesto (2/2)
9. RULE #2: Don’t Repurpose, Reimagine (1/4)
10. RULE #2: Don’t Repurpose, Reimagine (2/4)
11. RULE #2: Don’t Repurpose, Reimagine (3/4)
12. RULE #2: Don’t Repurpose, Reimagine (4/4)
    1. Q&A: Alex Bogusky Tells All (1/2)
    2. Q&A: Alex Bogusky Tells All (2/2)
13. RULE #3: Don’t Just Join the Conversation—Spark It (1/5)
14. RULE #3: Don’t Just Join the Conversation—Spark It (2/5)
15. RULE #3: Don’t Just Join the Conversation—Spark It (3/5)
16. RULE #3: Don’t Just Join the Conversation—Spark It (4/5)
17. RULE #3: Don’t Just Join the Conversation—Spark It (5/5)
    1. Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0 (1/2)
    2. Q&A: Virtually Amazing: Sibley Verbeck on Building Brands in Second Life 2.0 (2/2)
18. RULE #4: There’s No Business Without Show Business (1/4)
19. RULE #4: There’s No Business Without Show Business (2/4)
20. RULE #4: There’s No Business Without Show Business (3/4)
21. RULE #4: There’s No Business Without Show Business (4/4)
    1. Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment (1/2)
    2. Q&A: Adrian Si: Rewriting the Rules of Branded Entertainment (2/2)
22. RULE #5: Want Control? Give It Away (1/3)
23. RULE #5: Want Control? Give It Away (2/3)
24. RULE #5: Want Control? Give It Away (3/3)
    1. Q&A: "Obama Girl" Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media (1/2)
    2. Q&A: "Obama Girl" Makes Good: Ben Relles’s Racy Videos and the Democratization of Digital Media (2/2)
25. RULE #6: It’s Good to Play Games with Your Customers (1/4)
26. RULE #6: It’s Good to Play Games with Your Customers (2/4)
27. RULE #6: It’s Good to Play Games with Your Customers (3/4)
28. RULE #6: It’s Good to Play Games with Your Customers (4/4)
    1. Q&A: Mike Benson and the ABCs of Advergames (1/2)
    2. Q&A: Mike Benson and the ABCs of Advergames (2/2)
29. RULE #7: Products Are the New Services (1/3)
30. RULE #7: Products Are the New Services (2/3)
31. RULE #7: Products Are the New Services (3/3)
    1. Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency (1/2)
    2. Q&A: Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency (2/2)
32. RULE #8: Mobile Is Where It’s At (1/4)
33. RULE #8: Mobile Is Where It’s At (2/4)
34. RULE #8: Mobile Is Where It’s At (3/4)
35. RULE #8: Mobile Is Where It’s At (4/4)
    1. Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile (1/2)
    2. Q&A: BMW and Beyond: "Activating" Traditional Media through the Power of Mobile (2/2)
36. RULE #9: Always Keep Surprises In-Store (1/3)
37. RULE #9: Always Keep Surprises In-Store (2/3)
38. RULE #9: Always Keep Surprises In-Store (3/3)
    1. Q&A: The Future of the In-Store Experience, from the Father of Social Retailing® (1/2)
    2. Q&A: The Future of the In-Store Experience, from the Father of Social Retailing® (2/2)
39. RULE #10: Use Smart Ads Wisely (1/4)
40. RULE #10: Use Smart Ads Wisely (2/4)
41. RULE #10: Use Smart Ads Wisely (3/4)
42. RULE #10: Use Smart Ads Wisely (4/4)
    1. Q&A:The Social Net—Privacy 2.0 (1/2)
    2. Q&A:The Social Net—Privacy 2.0 (2/2)
43. Additional Resources
44. Notes (1/2)
45. Notes (2/2)
46. Acknowledgments
47. Index
    1. A
    2. B
    3. C
    4. D
    5. E
    6. F
    7. G
    8. H
    9. I
    10. J
    11. K
    12. L
    13. M
    14. N
    15. O
    16. P
    17. Q
    18. R
    19. S
    20. T
    21. U
    22. V
    23. W
    24. Y
    25. Z
48. About the Author