5 Strategies for Mobilizing Your Brand

5. Engage with apps and ads. A truly O.P.E.N. brand incorporates engaging experiences that help define its optimal level of openness. As with optimization vs. miniaturization for interaction and transaction, brands must envision the mobile experience as an entirely new opportunity to create experiences uniquely suited to the mobile environment. Mobile apps and ads that engage and inspire, without simply replicating destination site or in-store experiences, earn brands more attention, commerce and word-of-mouth — or in today’s social lingo, "shareability.” Don’t reinvent the wheel for mobile, reinvent where that wheel is taking your brand.