There are forces out there and in here that are reshaping
the business world. And we believe they are making conventional business
marketing and communications about as relevant as Bob Dylans tuning
So weve developed this sitean interactive
book, if you willin hopes that it will help business marketers,
communicators, brand builders and change agents, as well as ourselves,
better define these revolutionary paradigm shifts and explore ways to
take advantage of them.
What makes the book uniquely virtual is that you can interact with it
through diagnostic tools and quizzes, that offer suggestions of places
in the book to check out. You can find chapters that relate specifically
to your business communication problems
with the Virtual Tour Guide. But most of all, its virtual because
you can contribute your thoughts any time you see this symbol:
Heres the chapter-by-chapter lowdown on Mobium
1.0, the virtual book on integrated business branding.
Section 1: Change
Each chapter in this section identifies and explores specific paradigm
shifts that are reshaping business communications.
lot of shiftin goin on
Why what used to work doesnt anymore
Disintegrating messages and brands
Products are bought, not sold
The Web changes everything, the Web changes nothing
Who owns the customer?
Section 2: Five
Five strategies, complete with methodologies and processes, for turning
these paradigm shifts into competitive advantage for your business.
Increase your brandwidth
Hug your customers
Architect your information
Integrate your communications
Interactivate your messages
Section 3: The
Real-world examples that illustrate the five strategies at work.
Integrated Business Branding
Beyond the virtual book you can be the first on your block to know what
a mobium is, what it does and what it can do for you. If youre
really brave theres also a place in the site to meet the lunatics that
put all of this together.
We all hope this site will become an open forum to exchange
ideas and knowledge. To rant, rave, challenge one another and have a little
good-hearted fun doing it.
So come on in. Join the conversation. Wander around
a little. Get lost. Dont ask for directions. Let your loved ones
get mad at you for not stopping and asking for help at the Shell station.
Loosen up, for goodness sake. Explore. Be brave.
But most of all, let us know
what you think
Wed like to know what youve tried. Whats worked and
what hasnt. Wed like to get your opinion about what you experience
here. What questions are on your mind and what youd like to get
off your chest. What makes you feel good about what you do, and what makes
you wonder why you ever got into business communications in the first
fact, every time you see one of these voice balloons, just click on it
to give us a quick piece of your mind. Theyre all over the place
and theyll send your opinion directly to us. Well get back
to you and add your ideas to the dialogue.
Join the conversation
Once weve collected enough of your views to get an idea of the topics
youd like to explore, well add some interactive surveys
and quick polls and begin to aggregate the info to create Mobium 2.0.
Next, in Mobium 3.0, well report what we find
back to the community. This version will be a synthesis of your input,
our thoughts and maybe even an opinionated guru or two. Together we hope
to create the business marketing communitys first truly interactive
portal on communications change and how to take advantage of it.
So, welcome to the revolution. Stay tuned. Youre
part of the experiment now, Sparky. And wed like to hear from you.
In the meantime, may the forces blow you in the right direction.
The technical details
After a rigorous assessment of available tools and techniques, we chose
to use dynamically generated .asp pages running off a database to enable
easier updating and more flexible site management. Programming was largely
accomplished with a pro version of Macromedia Dreamweaver running on Macintosh
and Windows machines. Custom DHTML and Java scripts were hand-coded to
provide greater interactivity, browser-specific versioning and best possible
user experience. The site is hosted on high-powered Sun and NT servers
somewhere near Omaha with a redundant backup system standing ready in
a converted salt mine in Salunga, Pennsylvania.
As if anyone except our own beloved tech weenies gives a flying crappola about all this anyway. Good grief.