What is Open Source Marketing?. BrandShift:

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Johnnie Moore is a marketing consultant and facilitator based in London. As well as 20 years of marketing experience he's trained in psychotherapy, NLP and Improv. Find out more at his blog.

Andrew Lark's more than 18 years experience of all facets of marketing, branding, sales and communications spans technology, Internet, telecommunications and consumer sectors. There he has led award-winning programs and teams for brands such as Dell, Sony, SBC, IDSoftware, Nortel, Microsoft and Sun. He is a thought leader and innovator on the convergence of brands, communications and social networking technologies. Find out more at his blog.

Jennifer Rice is a strategist and evangelist for relationship-centric brands. She brings 15 years experience in brand strategy, customer insight and marketing communications, and has worked with companies such as Microsoft, Verizon, Alcatel and Corning. Her current passion is exploring how brands are being impacted by blogs and other social technologies. Her company blog is What's Your Brand Mantra?

John Winsor is the author of Beyond the Brand: Why Listening to the Right Customers is Essential to Winning in Business and the Founder/CEO of Radar Communications, a consumer-centric consultancy. You can find out more about him at Beyond the Brand.

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February 28, 2005

What is Open Source Marketing?

Posted by Johnnie Moore

My friend James Cherkoff has written a Change This Manifesto: What is open source marketing?. It's good stuff. Disclosure: I am horribly biased. (James and I are running a workshop together in March).

Comments (3) + TrackBacks (0) | Category: Brand Practice

COMMENTS

1. Andy Lark on February 28, 2005 08:29 PM writes...

I really enjoyed the manifesto.

But I'm not sure that conveniently bundling all new forms of marketing - guerrilla, social networking, community etc... under the banner of Open Source isn't a bit of a disservice to both them and the notion of Open Source marketing.

What James does do is provide a useful construct though for rethinking marketing and starts us all on the path to seeking a definition of Open Source marketing.

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2. john winsor on March 1, 2005 12:38 AM writes...

I like the idea of Open Source Marketing that James is writing about. In Beyond the Brand, I tried to widen the context beyond marketing and think about it in terms of strategy, finding its way into every aspect of a company. Instead of open source, I thought about it in terms of bottom-up. Here’s a quote:

“A bottom-up strategy takes the open source philosophy a step further. First, it’s about loosening the control over the strategic process and focusing on guiding it instead of owning it. It’s about inviting the right customers, suppliers, and employees to participate in an open, informed process based on solid guiding principles. To do this well, companies must focus their strategic energies on building consensus and communities. The strategy has to be human. The focus has to be on the quality of the input into the strategy and the communications of those ideas to the community. Companies must focus on being evolutionary.”

The four strategic steps that I added to follow a bottom-up strategy included:

1. Stop Counting
2. Don’t Begrudge Complexity
3. Belong to Your Community
4. Always Ask Why
5. Develop Narrative Thinking

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3. lev pyotr on March 7, 2005 02:08 PM writes...

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