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

BRANDING UNBOUND is the first book to explore how today’s most innovative marketers are capitalizing on the most measurable, personal and direct link to consumers ever created: wireless.

Written for marketers in every field, BRANDING UNBOUND gives readers an inside look at how:

• Procter & Gamble, McDonald’s, MasterCard and Coca-Cola use the fusion of online, offline and mobile advertising to boost the effectiveness of television, print and radio campaigns as never before

• MTV, FOX, HBO, Comedy Central and Discovery rely on the mobile platform to build unbreakable relationships in ways that put the traditional Internet to shame

• ESPN, NBC Universal, eBay, and Major League Baseball make the most of new forms of "m-commerce"—the ability to buy and sell content, services and products anywhere, anytime

• Suzuki, Pepsi, DaimlerChrysler, and Nike extend their branding power to new mobile content, applications and games aimed at the 18- to 35-year old hipsters these advertisers covet most

• Prada, Wal-Mart, Stop & Shop and Extra use mobile innovation to enhance the actual in-store shopping experience to astonishing effect

BRANDING UNBOUND also explores the top 10 secrets of successful mobile advertising, and the impact of social networking technologies on mBranding strategy

And it includes exclusive, Q&A-style interviews with some of the legends of modern marketing–including Seth Godin, Tom Peters, Don Peppers and others–on mobility's effect on the brand experience

Make no mistake: In the mobile marketing era, your brand can enjoy whole new levels of customer recognition, while consumers benefit from on-the-spot convenience, and messages and content individually tailored to their needs.

BRANDING UNBOUND is a must-read for anyone interested in how companies of any size can harness the limitless power of this amazing convergence of technology and progressive business strategy to create unprecedented differentiation, convenience and loyalty.

Praise For BRANDING UNBOUND

"BRANDING UNBOUND is an indispensable guide to the emerging opportunities in wireless marketing. Rick Mathieson has given us a forward-looking perspective that succeeds in being both visionary and grounded in reality."

Ingrid Bernstein

SVP, Director of Creative & Strategy

iDeutsch, NY

"The road map to the right now. Provocative. Up to date, to the last nanosecond."

Steve Simpson

Partner, Creative Director

Goodby, Silverstein & Partners, SF

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All Customer Reviews
Average Customer Review:
2 of 2 people found the following review helpful:

not a book for veterans, 2006-05-26
This book combined an exciting title with quite disappointing content to me. This is definitely not a book for those looking for solid analysis of the future of markeing and advertising, but just a laundry list of all exciting eye-catching gimmicks using wireless technologies. It looks like a cursory pachworks of materials from newspaper columns rather than a condensed book.


10 of 11 people found the following review helpful:

One of the Best Marketing Books of the Year, 2005-11-06
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

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