The document discusses the Cluetrain Manifesto and the concept of the "Open Brand." [1] The Cluetrain Manifesto from 1999 argued that markets are conversations between networks of people, and companies should use a human voice. [2] The "Open Brand" concept from 2008 recognized that consumers now engage with each other and control brand messages through online communities. [3] For brands to survive, they must engage with consumers within their communities with transparency, authenticity, and dialogue rather than monologue.

1. Cluetrain Manifesto &
The Open Brand
PUB 355: September 24, 2010
by Monique Trottier
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing

2. The Cluetrain Manifesto
• Markets are conversations.
• Markets are networks of people.
• Markets make buying decisions by talking
amongst each other.
• Companies are networks of people.
• Companies should use a human voice instead of
corporate-speak.
monique@boxcarmarketing.com
twitter: @boxcarmarketing

3. What the Cluetrain Manifesto
Means for Marketers:
• People talk.
• The conversation will go on with or without you.
• Markets demand transparency, authenticity and trust.
• Join your community.
• The masses are greater than mass media.
monique@boxcarmarketing.com
twitter: @boxcarmarketing

4. The Open Brand
• There’s been a relationship shift in the way consumers relate to
products: before, during and after a purchase consumers are
engaging with each other through blogs, peer-reviews and other
interactive ways.
• Consumers are taking control over the messages that brands once
controlled.
• For brands to survive this relationship shift they must engage with
consumers within consumers’ communities.
monique@boxcarmarketing.com
twitter: @boxcarmarketing

5. The Cluetrain Manifesto
1999
The Open Brand
2008
monique@boxcarmarketing.com
twitter: @boxcarmarketing

6. Cluetrain > Open Brand
• 10 years later ...
• Use your human voice
• People form social networks
• Markets are networked environments of people
• People recognize honesty, transparency,
authenticity
monique@boxcarmarketing.com
twitter: @boxcarmarketing

7. What does it mean
for marketers?
• Worldview of Closed Brands • Worldview of Open Brands
• Target Consumers • Fosters Communities of Consumers
• Monologue • Dialogue
• Awareness • Engagement
• Push • Pull
• Scripted Communication • Transparent Communication
• Request, Periodic Feedback • 24/7 Feedback, Input-Focused
• Created by Marketers • Co-Created with Consumers
• Brand Management • Brand Stewardship
monique@boxcarmarketing.com
twitter: @boxcarmarketing

8. The O.P.E.N Brand is:
• On-demand: Brands need to be accessible,
immediate, & findable.
• Personal: Brands need to build relationships with
consumers.
• Engaging: Brands need to be interactive and
provide meaningful experiences that foster
relationships.
• Networked: Brands need to leverage the potential
of word-of-mouth marketing – market to ‘true fans’
who will spread the word for them.
monique@boxcarmarketing.com
twitter: @boxcarmarketing

9. Open or Closed?
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing