Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age

by Rick Mathieson

Book Overview

If you're in marketing, advertising, or branding, consider this: While it used to take three television spots for a product to register with its intended audience, it can now take as many as seventy.... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814472877
• ISBN13: 9780814472873
• Release Date: January 2005
• Publisher: AMACOM/American Management Association
• Length: 244 Pages
• Weight: 1.14 lbs.
• Dimensions: 1.0" x 6.3" x 9.3"
• Age Range: 17 years and up
• Grade Range: Grade 12 and higher

Customer Reviews

One of the Best Marketing Books of the Year

What does the usage of PDAs, cell phones, and the wireless Internet have in common? Not only are they becoming the preferred method of communication among young people but advertisers are desperately trying to find a way to reach them with their products and services without annoying them like spammers. In Rick Mathieson's new book "Branding Unbound," the author explains the technology revolution and what it means to marketers looking to capitalize on reaching this audience. In "Branding Unbound," the author gives readers a glimpse into the future (and the present) state of wireless technology. The technology ranges from sound waves that will beam down to potential customer's ears, to grocery stores that use electronic shopping carts to enhance the shopping experience, to third-party services that will store your personal information to make your online shopping experience more convenient. Mathieson explains that the entertainment industry is already taking advantage of the trend. Entertainers like Madonna and Justin Timberlake have already hired advertising agencies that specialize in wireless marketing and taken advantage of its audience. Now the more traditional advertisers like Cadillac and Absolut Vodka are finding ways to make their brands stand out to the young, buying audience. "Branding Unbound" is a must read for advertisers looking to steal a glimpse into what could be the future of advertising. Though the author admits that m-marketing does have its share of problems like privacy issues, technology glitches, and a relatively small audience thus far, it would still make a lot of sense for marketers to run out, get this book, and get ready for the coming revolution. Rick Mathieson is a gifted and talented writer, and "Branding Unbound" at its outstanding best does for wireless what the Cluetrain Manifesto did for the Internet. Geeks and marketing execs alike will love this book, which is by far one of the best marketing books of the year. Highly Recommended