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.