The On-Demand Brand
IN THIS SUMMARY
We live in an on-demand economy where information is literally at our fingertips 24 hours a day, 7 days a week. Long gone are the days when consumers sit idly by as advertisements are pushed to them through a single medium at a time. In this on-demand economy, content is no longer just about consumption, but also about creation, participation, collaboration, and exhibition. Technology has evolved the world of online media from “new media” to “now media” and has irreversibly transformed the way we work, learn, and interact.
In this ever changing world of social networks, constant connectivity, and perpetually digital lifestyles, marketers are having a great deal of difficulty keeping up with this landscape. In The On-Demand Brand, Rick Mathieson reveals 10 essential guidelines marketers should follow for building on-demand brand experiences. With insights based on Mathieson’s experience as a strategic marketing consultant, as well as advice from executives of highly innovative brands, marketers will glean a better understanding of how to stay one step ahead and succeed in this on-demand economy.