Summit: Opening Up Your Brand

    September 18, 2007
    WebProNews Staff

Well, all that cute Web 2.0 terminology – you know how you guys do, combining two words to make one or leaving vowels out and stuff – is now the sole property of bloggers and developers, because marketers, if you’ll forgive the Kentucky boy in me, done went corporate boardroom on it. Summit: Opening Up Your Brand Summit: Opening Up Your Brand

(Our on-scene WebProNews staff has passed along this latest news from’s Annual Summit in Las Vegas. If you can’t be there, you need to be here with WebProNews this week, for videos and reports.)

There are now mnemonic device acronyms and presentations and talking points and silly new phrases that involve "chief" and "officer" and new words that i’s in front of them instead of e’s this time around.

And that’s not necessarily a bad thing, because there’s always something to be learned; it just makes me long for something more casual and less lexicographically puzzling.

Oh well, forget it, and let’s talk about what Kelly Mooney, President and Chief Experience Officer Resource Interactive had to say in her keynote address at’s Annual Summit in Las Vegas.

Mooney’s presentation centered around online marketing concepts addressed in her upcoming book Open Brand: When Push Comes to Pull in a Web-Made World.

Like the language is changing, so are the people and the environs in which they exist, and we are seeing the rise of the "iCitizen," who is a part of a communal digital existence which will help build brands in ways that are at once more transparent and more participatory than ever before.

The iCitizen has to have a stake in the brand, a desire to pass it along, and becomes a co-creator of marketing and branding. The "open brand’s new strategic imperative" is boiled down succinctly and easy enough to remember into a handy acronym: OPEN.

Which stands for:

On demand

This means, says Mooney, using the Internet as your "Chief Opening Officer."

This is done, in part, by knowing who the chief influencers are in the blogosphere and developing a relationship with them. Contribute to the blogosphere and advance your product via SEO, offering tools, rewards, and fostering shared passion among the iCitizenry.