Branding Unbound: The Future Of Advertising, Sales, And The Brand Experience In The Wireless Age

Rick Mathieson0814472877, 9780814472873, 9780814428900

Camera phones, car GPS locators, EZ-pass, and similar advances are the height of convenience, but the technologies behind them are also powerful tools for major cutting-edge marketing. McDonalds, Starbucks, Wal-Mart, Prada, and other top marketers are using an array of wireless technologies to transform the way consumers experience the brands they know and trust. Growth is so explosive that the wireless marketing industry is expected to be worth $33 billion dollars globally by 2007. Branding Unbound is the first book to explore the huge opportunities – and challenges – of this revolution. Written for nontechnical readers, this book features: * The five strategic advantages of “m-branding” * The six steps to effective wireless advertising * The top trends in creating consumer-driven wireless retail experiences * Critical success factors for “mobilizing” the sales force This forward-looking book is packed with the author’s exclusive interviews with management and marketing gurus like Tom Peters, Seth Godin, Gary Hamel, Christopher Locke, and Don Peppers, as well as examples and inside information from companies including Dunkin Donuts, NBC, MTV, Pizza Hut, Pepsi, and many more.

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Table of contents :
Branding Unbound……Page 1
Contents……Page 6
Introduction……Page 12
C HA PT E R ON E The Rise of mBranding……Page 26
C HA P T E R TWO Reach Out & Sell SomeoneThe Top 10 Secrets of Successful Mobile Advertising……Page 52
C HA PT E R TH RE E Dialing for Dollars M-Commerce Puts Sales in Motion……Page 90
C HA PT E R FOUR A Moving Experience The New World of Place-Based Marketing……Page 120
C HA PT E R F I V E The Wireless Point of Persuasion Shopping for Insights at the Store of the Future……Page 144
C HA P T E R S I X Service with a Stylus Creating the Ultimate Guest Experience……Page 163
C HA P T E R S E V E N No Wires, New Rules The Wireless World’s New Social Fabric—and What It Means to Marketers……Page 180
C HA PT E R E I GHT Marketing 2020 The Future According to Spielberg……Page 204
I N T RODU C T ION……Page 220
C HA PT E R ON E……Page 222
C HA P T E R TWO……Page 223
C HA P T E R TH RE E……Page 225
C HA P T E R FOUR……Page 228
C HA PT E R F I V E……Page 229
C HA P T E R S I X……Page 231
C HA P T E R S E V E N……Page 232
C HA P T E R E I G H T……Page 233
A Glossary of mBranding A Quick Reference Guide……Page 236
Acknowledgments……Page 242
Index……Page 246
About the Author……Page 252