Branding Unbound | Rick Mathieson

About the Author

f youre in marketing advertising

or branding consider this hile
it used to take three television
spots for a product to register
with its intended audience it can
now take as many as seventy
re people simply
tuning out marketing
messages o heyre
simply choosing which
messages to tune in
hanks to wireless
technology customers
now have the luxury
of responding or
not responding to
advertising when
where and however they like
eading companies such as al
art conalds tarbucks
elloggs rocter
amble and others are already
reaching millions of customers
one at a time wirelessly he
technology gives these companies
an unprecedented view of buying
patterns and the ability to identify
and market specifically to the most
likely customers
n the wireless marketing era
your brand can enjoy
whole new levels of
differentiation and
customer recognition
while consumers
benefit from onthe
spot convenience and
a message individually
tailored to their needs
randing nbound
shows just how to harness the
virtually limitless power of this
amazing convergence of advanced
technology and progressive
business strategy to create the
truly remarkable experience that
will keep customers attention and
win their loyalty
Rick Mathieson is an award-
winning writer, author,
speaker and frequent media
commentator on the converging
worlds of marketing, media
and technology.
His research into next-
generation business models has
earned praise from USA Today
and Dow Jones Interactive.
Mathieson has also been a
featured speaker at industry
events such as Digital
Hollywood, The Global
Retail Executive Council, The
Microsoft Leadership Forum,
Yahoos Branducation lecture
series and The American
Management Associations
Corporate Branding series,
among others.
Whats Inside:
WHY YOU NEED THIS BOOK
TALKING BOUT A REVOLUTION
Business
summaries.
com
May 10, 2010
By Rick Mathieson, Amacom Books, 2005
Branding Unbound
The Future of Advertising, Sales, and the Brand
Experience in the Wireless Age
Branding Unbound | Rick Mathieson
WHY YOU NEED THIS BOOK
his book reveals how your business can
emulate some of the most powerful and
successful branding strategies in the world
TALKING BOUT A REVOLUTION
ireless ts not just for nerds anymore ere
is a cheat sheet

tands for the hird eneration of mobile

phone technology ifty times faster than
presentday cellular phone networks delivers
data at kilobits per second which is
essential for video music nternet access
and richer content which can be transmitted
through air waves
ii
tands for ireless idelity n increasingly
popular way to connect devices s printers
s to the et and to each other within a
range of up to feet
uthor ick athieson
ublisher macom ooks

pages
ot pot
n area where ii service is available so
you can wirelessly connect to the nternet
frequently offered in cafes airports and
hotels
obilei
extgeneration technology that extends high
speed wireless access to moving vehicles
About the Book
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The Nutshell
Branding Unbound | Rick Mathieson
luetooth
ith a range of about thirty feet used to
directly connect s to mobile phones or
printers and earpieces to phones
iax
ongdistance ii can blanket areas more
than a mile in radius to bring highspeed
nternet access to homes and buildings too
remote for traditional access
ltraideband
onnects your favorite toys s video
cameras stereos sets io at speeds
times faster than luetooth and fifty
times faster than ii

he lobal ositioning ystem a constellation

of twentyfour satellites that provide highly
accurate data on a devices location used
extensively in car navigation solutions and
increasingly for monitoring the location of
children and elderly parents t has long been
used by ships and airplanes to track their
movement

adio requency dentification mall

smart tags are tiny silicon chips that store
data and a miniature antenna that enables the
tag to communicate with networks ould
one day enable milk cartons that tell the store
or your refrigerator that theyre about to
expire or that your supplies are running low
lost remote controls that can reach you
through your eb browser to tell you where
to din them and much more
igee
mart dust technology that coordinates
communications among thousands of tiny
sensors each about the size of a coin ould
one day be used for managing a home store
or office environment based on the occupants
preferences for monitoring the toxicity of
drinking water and for controlling remote
diagnostics of home appliances cars and even
humans
avarew
echnologies for delivering and displaying
content to mobile phones
But that last word trust is indeed
the operative word.
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Branding Unbound | Rick Mathieson

tands for hort essage ervice basically

email for mobile phones ynonymous with
texting and text messaging
obile
nstant messaging which offers realtime
messaging with buddy lists is increasingly
being extended from the desktop nternet to
the mobile world

ultimedia essaging he successor of

enables messages with text pictures graphics
sounds and video

ireless pplication rotocol a standard for

accessing the eb from mobile devices
site is a wireless eb site
THE RISE OF mBRANDING
hats emerging is a glimpse at whats working
whats not whats coming and what principles
will prove most profitable over the near term
# ize atters
he typical display screens on mobile
devices are still quite small occasionally still
monochromatic and in some cases text
only hardly the ideal venue for delivering
compelling advertising
# o ushing llowed
ne of the biggest misconceptions about
wireless is the idea that well one day walk
down the street and be bombarded with
digital coupons for a cup of coffee at the
nearest tarbucks a sweater at loomies or a
burger at conalds hat sort of practice is
called push advertising n the early part of
this decade it seemed everyone talked about
this form of locationbased advertising call
it the atte cenario based on your physical
whereabouts
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What principles will prove most
profitable over the near term.
Branding Unbound | Rick Mathieson
# 3 Integration is the Name of the Game
Most experts agree that wireless advertising
works best as part of an integrated multimedia
campaign that includes any combination of
print, outdoor, or broadcast advertising.
# 4Entertainment Rocks
Many experts agree that the most powerful
advertising models are ones that facilitate
communication, provide instant gratification,
or offer some kind of entertaining diversion.
As witnessed, polling and trivia are extremely
popular motifs.
# 5 Sponsorships Rule
Harkening back to the golden age of television,
sponsorships are expected to be a major model
for marketers in every medium in coming years,
as consumers continue to tune out advertising,
and as brands demand alternative advertising
opportunities. The idea: Advertisers sponsor
content that may or may not have anything to
do with what they sell, but nonetheless targets
those who ft their customer profile.
# 6 It's Time To Get Personal
Over 90 percent of participants in one IDC
study on consumer tolerance of advertising in
emerging media" say they'd be very interested
in advertising if it were based on a presubmitted
user profile that ensured ads are relevant to
them. Makes sense. There's no use selling
Pampers to empty nesters.
# 7 Location is (Sometimes) Where It's At
While some media, such as television, profit
from treating consumers as a single mass, the
most tantalizing prospect of mobile advertising
is the ability to send marketing messages not
just to a specific user, but to a specific user in
a specific location the ultimate in contextual
messaging.
# 8 The Medium Is (Still) The Message
It's important to start exploring the use of other
capabilities inherent in the wireless device.
Smart marketers will find ways to integrate
wirelessly transmitted communications with
these built-in capabilities.
BusinessSummaries.com
Its important to start exploring the
use of other capabilities inherent in
the wireless device.
Branding Unbound | Rick Mathieson
# hink oung o oint
here is little doubt that consumers younger
than twenty five years old are the first ones
adopting wireless as much more than just a
way to place phone calls
# heres o ime ike ow
ill wireless make or break your marketing
plans f course not ill it give you a
competitive advantage as a particularly powerful
and uniquely personal touch point within
your integrated marketing efforts bsolutely
ike the early days of the wireline nternet
the marketers who master it first will be better
positioned as more consumers venture into the
mobile medium
THE CLUETRAIN MANIFESTO
ot everyone believes massmarket advertising
translates to the wireless world ust ask renegade
marketing strategist and dyspeptic malcontent
hristopher ocke coauthor of he luetrain
anifesto he nd f usiness s sual
and author of onzo arketing inning
hrough orst ractices
BusinessSummaries.com
he problem says ocke is that in an
increasingly interconnected world of the
wireline and now wireless nternet
new communities of consumers are growing
immune to corporate pitches and officially
sanctioned marketingspeak much less
mainstream news and media
he luetrain anifesto burst onto the scene
as ninetyfive theses on the eb and became
a bestselling book that challenged corporate
assumptions about business in the digital
world s that world goes wireless a little
luetrain revisited
arketers are conversations
arkets consist of human beings not
demographic sectors
onversations among human beings sound
human hey are conducted in a human
voice
he nternet is enabling conversations among
human beings that were simply not possible in
the era of mass media
The marketers who master it first will
be better positioned as more consumers
venture into the mobile medium.
As a result, markets are getting smarter,
more informed, more organized. Participation
in a networked market changes people
fundamentally.
People in networked markets have figured
out that they get far better information and
support from one another than from vendors.
There are no secrets. The networked market
knows more than companies do about their
own products. And whether the news is good
or bad, they tell everyone.
Corporations do not speak in the same voice
as these new networked conversations. To
their intended online audiences, companies
sound hollow, flat, and literally inhuman.
In just a few more years, the current
homogenized voice" of business the sound
of mission statements and brochures will
seem as contrived and artificial as the language
of the 18th century French court.
Companies that assume online markets are
the same markets that used to watch their ads
on television are kidding themselves.
Companies can now communicate with their
markets directly. If they blow it, it could be
their last chance.
Companies need to realize their markets are
often laughing. At them.
MARKETING 2020
ith such insights pielberg chwartz
cowell and the rest of the great minds
behind inority eport could qualify as pre
cogs themselves ndeed if theres anything
that makes the film especially prescient its the
timing
hough the movie was filmed well before
eptember th its riff on proactively stopping
crime before it happens is strangely analogous to
the doctrine of preemption our governments
policy to preemptively strike against terrorists
nd while the technologies shown in inority
eport may not all find their way into
commercial applications anytime soon the
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Branding Unbound | Rick Mathieson
Corporations do not speak in the
same voice as these new networked
conversations.
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About Us
world of ubiquitous computing has already
arrived nd society not to mention marketers
has a responsibility to make decisions about
their deployment and use carefully
he power belongs to you
or all the dangers of the wireless age says
cowell the debate over the future is what
good science fiction is all about
onsumer backlash will no doubt thwart many
misuses of the technology and regrettably
government regulation will be required to stem
others
mranding can be a tremendously powerful
way to enhance the way consumers interact
with and experience the brands they know
and trust ut that last word trust is
indeed the operative word he more we
create compelling experiences that earn our
customers trust and respect the more success
we will find as the wireless age progresses
mranding is about brands empowering people
to enhance the way they live work learn and
play t is not the subjugation of consumer
interests to meet our own profit goals
he dire predictions made by prognosticators
like pielberg and company and movies such
as inority eport are not fait accompli and
they certainly should not frighten us nstead
they should inspire us to make the right choices
for both business and society
n other words keeping the wireless world
safe for both commerce and liberty means we
must heed the warnings of the precogs already
among us

2010 BusinessSummaries.com
BusinessSummaries.com
Branding Unbound | Rick Mathieson