Table of Contents
Wikibrands-Reinventing Your Company in a Customer-Driven Marketplace
Sean Moffitt and Mike Dover
McGraw-Hill
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Foreword by Don Tapscott
Acknowledgments
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Part 1
Chapter 1 The Birth of Wikibrands: From Ownership, Trust, Want, Preference, Love, and Now Participation—A 150-Year Fascination
Chapter 2 The Wikibrand Rallying Cry: The New “Mad Men”
Chapter 3 A Wikibrand Road Map: Taking the High Road and Avoiding the Potholes of a Collaborative Brand Path
Part 2
Chapter 4 The Six Benefits of Wikibrands: Marketing Doesn’t Fit in Tiny Boxes Anymore
Chapter 5 A Wikibrand Culture: Changing Your Mind-set About the Brand Customer
Part 3
Chapter 6 FLIRT—Focus: If I Don’t Know Where You’re Going, I Don’t Want You Getting There Fast
Chapter 7 FLIRT—Language and Content: Business Gets Humanized and Presses the “Awesome” Button
Chapter 8 FLIRT—Incentives, Motivations, and Outreach: Brand Fans Do It for Themselves, Not for You
Chapter 9 FLIRT—Rules, Guidelines, and Rituals: This Is How We Do Things, and That’s OK
Chapter 10 FLIRT—Tools and Platforms: If You Build It, They May Come
Part 4
Chapter 11 Community Development: The Life Stages of a Wikibrand Community
Chapter 12 Internalizing Community and Channeling Tom Sawyer
Chapter 13 Community Management: How to Build a Brand Garden, not a Ghost Town
Chapter 14 Measurement and Metrics: The Imperfect Science of Monitoring Wikibrand Performance
Part 5
Chapter 15 The Personal Wikibrand: Your Brand is What They Say About You When You’re Not in The Room
Chapter 16 The Future: Brand Participation Comes Alive in the Company
Part 6
Chapter 17 Reference Guide: Wikibrands Extended
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Endnotes
Index
