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Branding Unbound - The future of advertising, sales and the brand experience in the wireless age - Rick Mathieson; AMACOM, 1601 Broadway, New York, NY 10019; www.amacombooks.org; ISBN 0814472877; 244 pages, July 15, 2005; $24.95
The combination of cellphones and digital cameras, Wi-Fi hotspots and mobile gaming solutions have grown rapidly in the last two years. Hardware and software producers as well as content and service providers have already seen tremendous increases in sales and it is only just beginning. Untethered, it represents the ability for people to be constantly in contact with each other and their content - audio and video. It also represents the breathless opportunity for PR people to reach, inform, help and abuse not only members of the press but also the consumer on a direct and personal basis.
Rick Mathieson's Branding Unbounded opens the door for both good and evil in our opinion. It will deliver good if people read the entire book and understand the pros and cons as well as the dos and don'ts. But the book has a stronger potential for evil because it has been our experience that too many people only retain that information they want to keep that will help them reach people in a broadcast manner rather than 1:1. Filtering messages and audiences takes work and creativity. That's often a needless waste of time for many so they take the author's information and hurt the relationships for the rest of us.
The wireless...