This hybrid book-app design leverages digital technology in a new and compelling way – similar to how marketers must think about using technology to let consumers experience their product.
Seattle, WA (PRWEB) December 07, 2011
Clark Kokich, former CEO and current Chairman of Razorfish, one of the world’s largest interactive agencies, today released Do or Die, his first book that delves into the challenges marketers are facing now that traditional advertising channels are often ignored.
“Marketers can no longer just say ‘Buy our thing, it’s great!’ Instead they have to back up those words with action,” said Kokich. “Brands must now do what good friends have always done: converse, support, sympathize and cheer on.”
Do or Die is the first full-length business book to be published as an iPad app. It infuses the power of digital into the traditional book format, by featuring video interviews, live websites and Twitter feeds and easily shareable content. It is available to purchase at the App Store for $9.99.
“It seemed silly to preach about breaking rules and doing things in a new way, then to release a traditional printed book,” said Kokich. “Rather than merely give readers information, we wanted them to experience it on their own terms.”
He continues, “This hybrid book-app design leverages digital technology in a new and compelling way – similar to how marketers must think about using technology to let consumers experience their product.”
The book-app features interviews from the marketing industry’s top minds, such as Tom Bedecarre, CEO of AKQA, Jeff Hayzlett, former CMO of Kodak and Rishad Tobaccowala, Chief Innovation Office at VivaKi. It also includes case studies detailing the thinking behind innovative work from Virgin America, Nike, Volkswagen, MillerCoors and others.
The book provides several real-life examples of enlightened companies who prioritized doing over saying, and the bottom-line success that followed. It also explains how the reader can apply these same principles to his business.
Do or Die can be downloaded as an iPad app from the Apple App Store at http://rfish.us/rs8IpW for $9.99.
Razorfish creates experiences that build businesses. As one of the largest interactive marketing and technology companies in the world, Razorfish helps its clients build better brands by delivering business results through customer experiences. Razorfish combines the best thought leadership of the consulting world with the leading capabilities of the marketing services industry to support our clients’ business needs, such as launching new products, repositioning a brand or participating in the social world. With a demonstrated commitment to innovation, Razorfish continues to cultivate our expertise in Social Influence Marketing, emerging media, creative design, analytics, technology and user experience. Razorfish has offices in markets across the United States, and in Australia, Brazil, China, France, Germany, Japan, Spain, Singapore and the United Kingdom. Clients include Carnival Cruise Lines, MillerCoors, McDonald’s and Starwood Hotels. With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Digitas, Razorfish is part of Publicis Groupe’s (Euronext Paris: FR0000130577) VivaKi, a global digital knowledge and resource center. Visit http://www.razorfish.com for more information. Follow Razorfish on Twitter at @razorfish.