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"The Mad Men days of the big branding campaign developed behind closed doors followed by a grand unveiling comprised of orchestrated media placements and road show whistle-stops are behind us. This shift must be driving traditional marketing types and communications firms crazy. The industry was built on a foundation of “controlling the message” and secret sauce that only the experts possessed to unlock access to big media outlets. Imagine the horror when huge campaigns are ripped apart within 24 hours of release by the viral unknown masses or when an undiscovered talent like Susan Boyle can become an overnight global sensation.
Wikibrands is a must read for every executive and marketing professional hoping to thrive in an era where the customer is taking over control of the brand. Mike and Sean provide a virtual back stage pass to engaging your customer directly in the branding process. Ignore this important book at your own peril."
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