Right Side Up: Building Brands in the Age of the Organized Consumer

by Alan Mitchell

The world of marketing and branding is in the midst of a series of transformations. A key skill now is knowing which elements of the old marketing model to discard and which to embrace - and when. In this book leading marketing journalist Alan Mitchell analyzes the emergence of the consumer agent - a new breed of business. No major market - including consumer goods, retailing, the media and financial services - will emerge unscathed from this revolution. Cliches such as "the Internet changes everything" are a commonplace nowadays. This book shows how this "everything" reaches further, deeper into the heart of modern business than many yet realize.

256 pages, Hardcover

First published April 1, 2001

About the author

Alan Mitchell was born in Newark and raised in Linden, New Jersey. He earned a B.S.in corporate fitness from The College of New Jersey in 1991. The author has cut his teeth as a production assistant on over one hundred music videos and commercials. There he began to hone his skills as a writer and develop his eye as a director.

Alan's writing career began with rewriting screenplays for independent film producers and treatments for music video directors. In 1998 he penned the Acapulco film Festival winning short film "Breakdown". He expanded his involvement in the business when he wrote, produced and directed the short film "Pretty Boy" (1999) along with several spec commercials and independent rap videos.

He is currently finishing the follow up to "8 Rules of Dating" with "Dapper Carter's My Life is a Movie" which is due to be released in April 2013. He has also inked eleven feature length screenplays.

Alan operates his own company, The Art of Personal Training, and has worked as a personal trainer for over 20 years. His passion includes filmmaking and his seventeen year old son, Kameron. Alan's hobbies are watching baseball, eating crabs in the backyard, drinking beer, working out, photography, travelling, and driving anything that goes too fast. Alan currently resides in South Florida.