The On-Demand Brand

Reprinted from New Age Retailer with permission

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The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World
Rick Mathieson
$24.95 (H), ISBN 978-0-8144-1572-6
Amacom Books

We all know that advertising a business isn’t business as usual anymore. Mathieson blames it all on Burger King. (You’ll have to read why for yourself.) However it started, the rules for connecting with consumers have changed. Mathieson gives us an overview of the new landscape and then provides a strategic protocol for coping with it all. (He has plenty of experience with major corporations to draw upon.) What makes the protocol particularly valuable is that it is designed to work for new and unforeseen consumer relationships and not just for the existing consumer-controlled environment. The book is augmented with case studies and interviews with industry heavyweights like Laura Klauberg (Unilever) and Mike Benson (ABC Entertainment). Whether you’ve taken your business digital or are still overwhelmed by the sudden wave of new technology, this book will help you understand how to engage customers in a profitable way in the electronic world.

Anna Jedrziewski
Spirit Connection New York

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