Chapter Seventeen: Reference Guide

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Testimonials
"Wikibrands should be required reading for business executives and marketers trying to understand and master the digital domain. The book is both visionary and pragmatic, delivering a framework for understanding the pervasively connected consumer and a set of tactical approaches that are ready to implement. As the promise of your brand moves from internally contrived to externally controlled, you will need the tool kit that this book supplies."

Bob Parker
Vice President, IDC Manufacturing and Retail Insights
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What’s a Wikibrand?

wikibrand(s): noun

A progressive set of organizations, products, services, ideas and causes, tapping the powers of customer participation, social influence and collaboration to drive business value

Derived from Hawaiian word wiki meaning quick subsequently meaning tribal knowledge and a collaborative website and Middle English word torch meaning a distinctive name identifying a product or a manufacturer
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