The On-Demand Brand: 10 Rules for Building Brands in an Anytime, Anywhere Digital World: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

With a relentless onslaught of new online promotional media that go way beyond old-school websites, banner ads, and email blasts, consumers are just tuning out marketing initiatives that don’t appeal to their increasingly connected, digital lifestyles. A world of quaintly interactive HTML and Flash-based “new media” web experiences has morphed into a digital universe of augmented reality, advergames, social networking, and virtual worlds—one that’s highly personalizable and uniquely shareable. And now that consumers are actively creating and participating in communities of interest (everything from politics to kickboxing to Kim Kardashian), building brands in the digital age has come down to a single word—“experience.” And on Madison Avenue—and for many marketers—it’s getting hard to keep up.

So what’s the secret to marketing to those weaned on TiVo, Facebook, smartphones, and Twitter? Goodbye “new media”; hello now media. The On-Demand Brand presents an inside look at digital strategies being deployed by brands like Burger King, BMW, Doritos, Sears, Pizza Hut, the NFL, and others, getting to the root of what works—and what doesn’t—in an age of immediate, malleable, and very social real-time media. Today, companies such as Warner Brothers, McDonald’s, Unilever, Kellogg’s, and others have succeeded in moving beyond the first wave of viral video, social networking, user-generated content, and mobile marketing campaigns, and are now thinking much bigger, bolder, and far more bodaciously.

Revealing the 10 essential rules for building on-demand brand experiences, this book shows you how to build awareness and demand for your offerings by honing in on the right combination of digital channels and interactions for your brand. Filled with insights and advice from some of the most innovative minds in marketing—including Alex Bogusky, cochairman of Crispin, Porter + Bogusky (and Adweek’s “Creative Director of the Decade”); Laura Klauberg, senior vice president, global media for Unilever; and Mike Benson, executive vice president of marketing for ABC Entertainment—and tons of practical tips you can use for your own marketing initiatives—The On-Demand Brand is required reading for anyone trying to stay ahead of the curve in this brave new “on-demand” world. You’ll discover:

• How Showtime, MasterCard, and NBC have literally redefined “viral video” with highly personalizable video content that astonishes those who experience it, while supercharging awareness and demand for their offerings

• How Burger King, Coca-Cola, and Axe Deodorant have hit pay dirt with “advergames”—branded videogames—which have directly and dramatically boosted sales of their products

• How Fanta, GE, Papa John’s and Topps are leveraging the power of augmented reality— combining the virtual and physical worlds to create incredible branded experiences that were never before possible

• How GMC, Alaska Airlines, and Yahoo are using a new generation of “smart advertising” technologies to target consumers based on age, gender, geographic location, online activities, past purchase behavior, and more

Something cool, and truly profound, is happening in the on-demand economy. And through lessons from some of the world’s most successful digital marketing initiatives, The On-Demand Brand will give you a thorough understanding of the best strategies for connecting with your audience, and inspiring the kind of interest and loyalty your brand deserves.

RICK MATHIESON is a leading voice on marketing in the digital age. Heralded as “a strategic marketing expert” by Harvard Business School’s Working Knowledge, his insights have been featured in ADWEEK, Advertising Age, Wired, Broadcasting & Cable, and on MSNBC, CBS Radio, and NPR. A regularly featured speaker at industry events, Mathieson also serves as vice president and creative director for Creative i Advertising & Interactive Media, and is the author of Branding Unbound.

Advance Praise for The On-Demand Brand

“With the keen insight that ‘now’ is the new ‘new,’ Mathieson crafts a must-read work for any marketer who wants to stay relevant, today—and tomorrow.” — Russell Weiner, Chief Marketing Officer, Domino’s Pizza, Inc.

“Witty, insightful, dynamic, and highly inspiring. This book should be required reading for marketers — or anyone trying to understand how to keep their brand relevant and energized through the rapidly changing consumer landscape. Mathieson has a gifted ability to dig under the breakthrough ideas that are keeping top brands engaged with their current and new consumers, offering key insider takeaways that we all can learn from.” — Alison Moore, Vice President, Brand Strategy & Digital Platforms, HBO

“Today, the 24/7 always-on consumer sees everything as an advert. In this new world of ‘consumer time,’ marketers need to bond with consumers in ways that go beyond a mere iPhone or gaming application—just another passing fancy that won’t stay relevant. The On-Demand Brand is truly a must-read for marketers who need to cut through the clutter to gain a deeper understanding of their consumers, spot trends, and predict outcomes.” — Conor Brady, Chief Creative Officer, Organic, Inc.

“Absolutely inspiring! Mathieson takes us on a lively journey through the digital marketing universe, with powerful insights into what has worked, what hasn’t, and most important—why. His 10 rules of engagement will spark creativity and inform a new generation of digital marketing initiatives—including my own. Put simply, The On-Demand Brand is required reading for the digital age.” — Peter Cole, Technology Director, R/GA