Although it’s one of many new books about the new era of marketing, there’s a lot of great material in The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World by Rick Mathieson.
Mathieson’s book is chock full of good recent examples of new media and the power of new forms of marketing. Dove, Burger King, Axe, Nationwide and hundreds of others are used to demonstrate all the ways consumers are being reached and enagaged these days. He also features interviews with Derek Robson of Goodby and Alex Bogusky among others. You can literally pick any page in the book and get a different example or case study, there are so many,
While he does outline “10 Rules” and it’s easy to chafe at the idea that there are hard and fast rules to follow these days, Mathieson does a fairly thorough job looking at the various methods marketers are employing these days. “The On-Demand Brand” is a great compendium of non-traditional marketing methods–which may quickly come to be seen as traditional ones.
Special thanks to FSB Associates who provided me a copy for review.
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