BRANDING UNBOUND

BrandChannel Names 'The On-Demand Brand' Its 'Featured Book of the Month'

Very cool: BrandChannel has selected THE ON-DEMAND BRAND as its "Featured Book of The Month" for July.

In making the selection, BrandChannel writes, "Brand marketers will value [this book] for the detailed case studies, such as how Burger King, Coca-Cola and Axe Deodorant are using advergames; how Showtime, MasterCard and NBC are redefining viral video; and how Fanta, GE, Papa John's and Topps are leveraging augmented reality."

Check it out here.

Learn more about the book here - and order your own copy here (available everywhere books are sold).

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Nielsen: Time Watching TV Up, on PC Down, on Mobile Flat

In my new book, THE ON-DEMAND BRAND: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World (available everywhere books are sold), I refute the widely held belief that people are watching less TV and more video on PCs and mobile phones.

Um, wrong. Televison viewing has been growing a lot over the last few years. And new stats from Nielsen indicate viewership on PCs is going down (a full 13.1%) year of year while mobile has flattened out. Total hours spent Q1 2010 and percentage increase or decrease year-over-year:

Watching TV in the home: 158 hours 25 minutes - up 1.3% year over year

Timeshifted TV: 9 hours 36 minutes - up 14.7% year over year

 Viewing on a PC: 25 hours 26 minutes - down 13.15% year over year

Watching on mobile : Three hours 37 minutes - flat year over year

Couple of points. First: We need to move past the hype around video content on platforms beyond TV. Second point: Digital is so much more powerful than running video content that otherwise can be view on TV. If you're going to take advantage of these emerging platforms, do it in ways that capitalize on the unique attributes of these channels, instead of trying to replicate experiences from another medium. 

Read more about Nielsen's report here. 

Download the complete report here.

And read more about THE ON-DEMAND BRAND here.

FOLLOW RICK ON TWITTER & FACEBOOK

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... WITTY, INSIGHTFUL, DYNAMIC ..."

“THE ON-DEMAND BRAND is 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

 

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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