AIGA co-publishes The Open Brand

NEW YORK, March 11, 2008. AIGA Design Press, in partnership with Peachpit’s New Riders imprint, announces the publication of The Open Brand: When Push Comes to Pull in a Web-Made World, by Kelly Mooney and Nita Rollins, PhD. The authors assert that traditional mass-marketing “push” tactics are giving way to the “pull” of an online population that is no longer content to merely consume. Successful brands need to be “O.P.E.N.—on-demand, personal, engaging and networked” in order to ensure relevance. This innovative book illuminates both the risks and rewards of opening up to consumer involvement in brand messages and offerings.

“First, open this book,” said Guy Kawasaki, marketing guru and managing director of Garage Technology Ventures. “Then open your mind. Then open your brand because it’s the only way to succeed in the web-made world.”

All proceeds from The Open Brand will be donated to Nicholas Negroponte’s One Laptop per Child, an organization dedicated to donating laptops to children in developing nations.

The Open Brand is now available at Peachpit.com, Amazon.com, Barnes & Noble, Borders and other retailers nationwide. For more information, please visit www.peachpit.com/title/0321544234.

About the authors

Kelly Mooney has been a consumer-centric marketing innovator for 20 years and is the president of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer, one of the first marketing books to showcase the consumer’s perspective. A popular blogger, frequent keynote speaker and expert commentator, her perspectives have been covered by media outlets including the Wall Street Journal, BusinessWeek, Fortune, Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS’s The Early Show, Nikkei Business (Japan), Vente a Distance (France), and Capital (Dubai).

Nita Rollins, PhD, is a multidisciplinary thinker and innovation consultant in the Resource Interactive R&D Lab. She is the author of Cinaesthetics: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-Metaphysical Film (2008) and articles for Design Management Journal, New Design (UK), Innovation: The IDSA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her PhD in Critical Studies from UCLA’s Department of Theater, Film & TV, and has served as Research Fellow at the University of California Humanities Research Institute and the University of Paris III.

About AIGA Design Press

AIGA Design Press is committed to stimulating thinking at the intersection of design, business and culture. In partnership with New Riders Publishing, a Peachpit imprint, the AIGA Design Press is a means of extending AIGA’s traditional role in advancing the art, practice and theory of design. With rigor and enthusiasm, the Press embraces new fields, uncovers powerful modes of inquiry and pursues excellence in design thinking.

About AIGA

AIGA, the professional association for design, is the oldest and largest membership association for design professionals engaged in the discipline, practice and culture of designing. AIGA’s mission is to advance designing as a professional craft, strategic tool and vital cultural force.

Founded in 1914, AIGA is the preeminent professional association for communication designers, broadly defined. In the past decade, designers have increasingly been involved in creating value for clients (whether public or business) through applying design thinking to complex problems, even when the outcomes may be more strategic, multidimensional and conceptual than what most would consider traditional communication design. AIGA now represents more than 22,000 designers of all disciplines through national activities and local programs developed by 59 chapters and 240 student groups.

AIGA supports the interests of professionals, educators and students who are engaged in the process of designing. The association is committed to stimulating thinking about design, demonstrating the value of design and empowering success for designers throughout the arc of their careers.

For further information about The Open Brand, please contact:
Laura Pexton
Peachpit
Tel 510 558 4166
press [at] peachpit [dot] com

Sue Apfelbaum
AIGA | the professional association for design
Tel 212 710 3131   Fax 212 807 1799
sue_apfelbaum [at] aiga [dot] org