"I think the biggest mistake with mobile is to try and shrink the Internet and deliver it on a mobile device."

I couldn't agree more, of course - this is a far different medium. But in these excerpts from a source interview for my new book, THE ON-DEMAND BRAND, Bateman (then CEO of Interbrand NY) makes it clear he's not exactly bullish on many forms of location-aware mobile advertising, either. And don't get him started on privacy.

Frankly, I agree with him on most counts - I'm probably even more contrarian. Besides, as we discuss here, the promise is so much more powerful than interruptive (much less check-in) based mobile marketing.

(approx 5:36)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

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