Mobium Creative Group launches Mobium 1.0, a virtual branding book

2002-01-16

Mobium Creative Group, an integrated business branding firm, today released Mobium 1.0, www.mobium.com, a massive online interactive book on branding that provides insider analytical tools to Business-to-Business (B-to-B) marketers and communications professionals to help them assess their current branding positions and initiatives. This launch represents the first phase of a three-part strategy that will result in the B-to-B marketplace’s first true community portal.

“Mobium's virtual book provides contemporary business marketers with a hands-on approach for understanding the rapid change that our profession is undergoing. This exhaustive, interactive reference provides an invaluable starting point for anyone seeking to identify paradigm shifts within their own industry, and solutions for achieving success in dynamic times,” says Rick Kean, Executive Director of the Business Marketing Association.

“This effort is a catalyst for thought—it draws you in and makes you consider not only your perception of your brand, but that of the public’s; and we’re collecting that information. We’re enabling business marketers, who are wondering why the generations-old approach to brand strategy has stopped working, to identify paradigm shifts that may have an impact on their businesses. It’s a change-your-world perspective experience. We’ll aggregate the data we receive and publish it for phase two of the strategy,” says Gordon Hochhalter, Managing Partner of Mobium Creative Group.

“We’re not afraid to tell it like it is,” says Guy Gangi, Managing Partner of Mobium Creative Group, “such as the concept that a company can use branding to align the entire internal organization with the market,” he adds.

The 600–plus page Mobium 1.0 virtual branding book provides visitors with a complete tour through the world of integrated B-to-B branding and communications and the tools to understand their place within it. It is interspersed with humor, real world anecdotes, philosophical discourse, detailed graphics, and actual tactics. Solutions covered include information on delineating and increasing the scope and impact of a brand and amassing and assessing critical data about customers that may dictate a brand’s integration into an effective communications program.

Five specific areas are delineated and structured for knee-deep immersion on a subject, providing understanding, guidance and tactics. The book is designed to intuitively guide a visitor, based on specific responses to questions, through a journey of discovery for an answer to a business issue. Specific categories covered include understanding change, five ways to tactically handle change, a shift in the control of information, and an analysis of why products are bought not sold. Many solid case studies are provided to examine solutions in action.

“This is a bold step, we’re handing out the recipe for the secret sauce. This information is the kind of stuff that companies like ours use to make their living. It’s probably the most exhaustive, interactive, virtual book on integrated business branding that anyone has ever undertaken. We can’t determine where the industry as a whole is going until we know where it currently is, and we’re unlocking our doors, allowing others to look around and inviting their comments,” says Guy Gangi, Managing Partner of Mobium Creative Group.

About Mobium Creative Group
Mobium Creative Group is a full-service, integrated business-branding and communications firm specializing in integrated communications, branding, relationship marketing, interactive media, and information architecture. Their clientele includes Westvaco Corporation, Inland Paperboard & Packaging, NEC/Mitsubishi, Motorola GTSS, Case/New Holland Corporation, TeamQuest, Tellabs, and ONDEO Nalco Chemical Company. www.mobium.com