Reinventing your Company in a Customer-Driven Marketplace by Sean Moffitt and Mike Dover

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Testimonials
"In an age when everything is interactive, don't let your business fall behind -- read Wikibrands. The top-down model is in decline, and brands -- at least the ones poised to be successful -- are moving to the new individually focused, bottom-up model of customer involvement. With specific advice and examples, this book will show you the new landscape of business in the 21st century, where customers want to participate, not just buy. Wikibrands is your guide to the future of business, a must-read for marketing professionals, entrepreneurs, and anyone looking to understand the new landscape of brands today."
Jean Twenge
Author of Generation Me and The Narcissism Epidemic
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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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