Many of today's best brands are powered by the technologies, traits and trends of the digital channel. Old mass-marketing push tactics are being superseded by the pull of an online population prolifically creating, sharing and influencing each other. The potent pairing of digital notoriety and network effects has given rise to a new cultural authority: the icitizenry.

A radical business imperative emerges from these forces: open up to consumer involvement in your brand's messages and offerings. The Open Brand illuminates both the risks and immense rewards of doing so, and describes the On-demand, Personal, Engaging and Networked consumer experiences that will ensure brands' relevance in a web-made world.

Kelly Mooney has been a consumer-centric marketing innovator for 20 years, and is President of Resource Interactive. She co-authored The Ten Demandments: Rules to Live by in the Age of the Demanding Consumer (McGraw-Hill, 2002) -- 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, Business Week, Fortune, Inc., Fast Company, USA Today, Time Digital, People, CNN, CNBC, CNET, CBS's "The Early Show," Nikkei Business (Japan), Vente à Distance (France), and Capital (Dubai).

Dr. Nita Rollins 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 of articles for Design Management Journal, New Design (UK), Innovation: The ISDA Quarterly, Internet Retailer, Cinema Journal and Wide Angle. She earned her Ph.D. in Critical Studies from UCLA's Department of Theater, Film & TV, and has served a Research Fellow at the University of California Humanities Research Institute and the University of Paris III.