Book Brief: Branding Unbound
By CIOinsight | Posted 07-05-2005
Branding Unbound: The Future of Advertising, Sales, and the Brand Experience in the Wireless Age
By Rick Mathieson
Amacom, July 2005
256 pages, $24.95
One of the problems with writing technology books is that the market refuses to stand still while you're writing. As a result, cutting-edge insights can seem hopelessly dated by the time your book reaches the store, 18-to-24 months after you begin. Technology writer Mathieson has that problem here. Using wireless devices to send and receive commercial messages is no longer the stuff of sci-fi movies, as he suggests here. But, inadvertently, he makes a bigger point: If your company today has not added wireless marketing to your overall approach, you are missing an opportunity in what is already an established market.
By Rick Mathieson
Amacom, July 2005
256 pages, $24.95
One of the problems with writing technology books is that the market refuses to stand still while you're writing. As a result, cutting-edge insights can seem hopelessly dated by the time your book reaches the store, 18-to-24 months after you begin. Technology writer Mathieson has that problem here. Using wireless devices to send and receive commercial messages is no longer the stuff of sci-fi movies, as he suggests here. But, inadvertently, he makes a bigger point: If your company today has not added wireless marketing to your overall approach, you are missing an opportunity in what is already an established market.
