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3G
Consultant Tomi T Ahonen book Communities Dominate Brands - about business
impacts of bloggers, videogamers, cellular phone smartmobs
Business
and Marketing Challenges for the 21st Century
Written by Tomi T Ahonen and Alan
Moore
272 pages, hardcover
published by futuretext Ltd
March 2005
NEW: BOOK is released. First reviews by Red Bull and
TV2 Norway. Excerpt of book. And Blogsite is live
Also here below: foreword,
text from back of book,
Executive Summary of the
book, and the table of contents
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BOOK PRICES RELEASED - in the UK the 272 page hardcover
book will cost 29.95 UKP
in Europe
the price is 44.95 Euro and in the
USA (and rest of world) the price will be 49.95
USD
there is a
charge for shipping as well, but that too is most reasonable !! Buy it now.
NOTE You can buy book
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First
Reviews are most positive. Read:
"The authors vividly illustrate the
rapidly growing power of digital communities with examples of
real cases where companies have achieved considerable business success by being
creative
and engaging customers."
- Harry
Drnec, Managing Director, Red Bull UK
"This book clearly identifies the
significant issues facing the audio-visual industry and the impact
these have on commercial broadcasting."
- John Ranelagh,
Vice President TV 2 Norway
Former Commissioner of the ITC UK
FOREWORD by Stephen C Jones of Coca Cola is reproduced
here below (after the "from back cover" section)
Excerpt from Chapter 9, Generation-C, is here,
further below
NOTE - there will be more here shortly
BLOGSITE IS NOW LIVE
come and
ask questions and comment on the topics of the book at the official blogsite
for Dominate
[Link to Blogsite for
Dominate]
From back
cover:
The emergent consumer. No longer alone, connected, empowered and
armed to the teeth with information from the internet and the mobile phone,
digitally connected consumers or brand polygamists or worse. How will your
business survive the Community Generation? Can you build passionate brand
advocates or will you face an overwhelming community out to destroy you?
Communities Dominate
Brands covers
changes altering business and industry worldwide with lessons from leading
connected societies such as Finland, Korea, Japan, Hong Kong as well as the UK
and USA. the authors explain community behaviour in
gaming and virtual worlds, among bloggers and the ever growing herds swarming
with the mobile/cellular phones.
Archaic
business models are under threat by the new world order of the new digital
economies. Raiders are after your customers like never before. Communities
Dominate Brands discusses disruption, convergence, cannibalisation and
new marketspace. The authors explain the business relevance of CANs, iPod,
MMOGs, MVNOs, PVRs, SMS text messaging, VOD. This is the definitive business
and marketing book, showing what businesses need to do to make money in the new
digitally congerging environment.
Dominate through Engagement. Through the wholesale unbundling
of the media audeinces are now learning the benefits of two-way flows of information.
Traditional interruptive advertising, branding and marketing isn't working
anymore. A new way of customer engagement is needed, and the authors provide
over 50 examples and a dozen case studies by global brands such as Adidas,
Apple, Audi, Boeing, Coca Cola, eBay, Ford, Google, Guiness, MTV, Nokia,
Orange, Philips, Red Bull, Sony, Tesco, Vodafone, etc.
Fully
indexed, impeccably researched with documented sources Communities Dominate Brands is
a hands-on practical business handbook on how to adjust marketing to deal with
communities. Defining the next generation of consumer, Gen-C, and intruducing
such tools as the Alpha User, the 4 C's, and Reachability, the authors provide
a competitive head-start to all who want to achieve customer loyalty and return
business in the 21st century. The old way of doing business is over, the time
of brands dictating and advdertising interrupting is now being overtaken by
interractive community-oriented engagement marketing.
This is the business
book to read now.
FOREWORD
A few weeks ago I was visiting The Harvard Business School as a guest lecturer and during a break was sitting in Spangler Hall reviewing Tomi Ahonen’s and Alan Moore’s powerful new book, Communities Dominate Brands when I looked up at the dozens of groups chatting away and wondered “What the hell are these students going to do with this insight and opportunity. Should I even share it with them at the risk of blowing their finely tuned minds? Or maybe they’ll dive into their first post grad job determined to implement such bold directions.” So I shared some of Moore and Ahonen’s thoughts later in the lecture hall. There wasn’t one student who didn’t believe that they were not a member of a virtual connected community. Soon we’ll see what they do with it as leaders.
Five years ago, January 2000, I became Chief Marketing Officer of The Coca-Cola Company at the height of the dot com craze and fresh out of Japan where I had lived and worked for the previous six years. When I arrived in Japan there wasn’t a cell phone to be found but a year later DoCoMo introduced them for the price of one yen (and a hefty monthly fee) and a few months later they had sixty percent penetration. Months later the Georgia Coffee team and DoCoMo introduced the ‘ring tone down load’ concept using the famous Georgia Coffee jingle that took the country by storm. At about the same time internet use soared from a few after hours office workers to a national phenomenon. We played outside the traditional marketing box with some entry level internet marketing promotions which unintentionally started a dialogue with six million consumers! Wireless cellular technology and the internet forever changed the consumer and our approach to marketing in Japan. And it reshaped my own mental model of how to engage in a relationship with consumers.
As the new CMO facing an unprecedented period of change, I asked Anne Chambers, our resident enthusiast to search for best in class examples of the how others were engaging in what I had experienced in Japan, and surprisingly we found them either unaware or so fearful that they would lose control of the brand message that many had actually banned the use of the internet as a marketing tool. Only a few were experimenting but they were operating in the world of wireless technology. I had read some of Alan’s material and found a sense of excitement that validated my own intuition that the virtual community I saw developing in Japan couldn’t be stopped, mustn’t be stopped. One of my closest advisors, Nick Donatiello, CEO of Odyssey, who was an early pioneer of internet research and a brilliant strategist, gave the best advice possible. “Just jump into the dialogue. Let’s see where it takes us.”
It is difficult to put a lens on a developing social trend moving as fast as ‘connected communities’ but Alan and Tomi have done that. Together they have made a rare and important breakthrough insight, have developed a credible hypothesis and backed it up with validated supporting points. This is not radical misinformed extremist hype. This work is an accurate description of the issue, the opportunity and the crisis confronting marketers if they don’t cut loose the shackles of the traditional advertising agency and TV network model and explore the world of possibilities recommended by this book.
Move quickly but act thoughtfully, even slowly. You want to implement this without sending your organization into a tail spin. The traditional marketing company that wastes its investments solely on TV advertising is underpinned by bureaucratic values of safety, efficiency and control. The marketing group that embraces these insights and moves forward to implement them is underpinned by interdependent values of sharing, listening, equity rights, global harmony and synergy. That’s a big leap. Tomi and Alan are not proposing a process tweak but a mindset shift, one that requires an evolution of values and a transfusion of talent. Their thinking is visionary. To succeed with his model you need to line up your organizations vision with the prerequisite values and talent. Do it. But do it thoughtfully so that everyone understands and believes the plot first. You’ll succeed with lightning speed if you do. You risk crashing and burning if you don’t.
I am a believer in Alan and Tomi’s insight and forecast. The consumer and their connected communities, selecting the products and brands that are engaged in the most relevant dialogue with them, is the center of any modern and sustainable marketing model. Wireless technology has enabled the consumer to review and reject much of the one way messaging they receive and resort the dialogue that’s relevant to fit the way they live. Experiencing a Coke or interacting with an enthusiastic Coke employee on line or in person has always been far more motivating than 30 seconds of anthemic brand worshipping. It’s not that TV and radio programs are irrelevant. It’s the lack of ability to develop a relationship with an ad that makes the medium a less viable marketing tool.
Books on business and marketing are launched weekly. Most are weak adaptations of other people’s thoughts. Some authors like Sergio Zyman, Seth Godin, Scott Bedbury, and Marc Gobe, have made bold and meaningful interpretations of contemporary opportunities and helped me to clarify a new advanced perspective on how to be a more successful marketer. Tomi and Alan have done that and with Communities Dominate Brands will end up shaping our thinking and approach for some time.
Stephen C Jones
EXCERPT FROM CHAPTER 9 - GENERATION-C
used with
permission. Copyright futuretext Ltd, 2005
Chapter 9 - Ceneration-C
The Connected Community
After Douglas Copeland introduced the idea of Generation X, we have seen and read of many other newer Generations, some are of more merit than others. With the shift to the Connected Age we are now seeing a birth of a legitimate new generation, one which we call Generation-C. Others have talked of other Generation-C's. In our case we want to emphasize that the "C" in Gen-C stands for Community. Most of Gen-C are young, and they tend to be concentrated in the early-adopter mobile phone countries like Finland, Italy, Singapore etc. But Gen-C is appearing everywhere and as they are the young, by the end of this decade Gen-C will be the most attractive market for practically all goods, services and brands.
A DEFINING GENERATION-C
Generation-C stands for the Community Generation. The defining and distinguishing characteristic for Gen-C is the continuous connection to and responding to digital communities. This is very different from any other communities. Even a die-hard 40 year old football fan of Chelsea may wear his colours every day and spend most of his free time with friends who are also fans. Yes, he is obviously a member of the Chelsea fan community. But when that Chelsea fan goes to visit his parents and suddenly gets into an argument, he is no longer a Chelsea community member. He probably will tell his Chelsea mates what happened, afterwards, next day at the pub. The difference is that a Gen-C member carries his/her community in the pocket and accesses that community at all times. Thus the young Gen-C member would share the anger and frustration of the argument with parents, within the next few minutes, via a text message to close friends.
The community in your
pocket
This illustrates the clearest outward sign of Gen-C. The only current tool that allows continuous connectedness at all hours and regardless of location, is the mobile phone. Thus one of the primary connection methods for Gen-C is the mobile phone. It is not necessarily the only digital network or means to connect with communities, as Gen-C tend to be very active on many communication networks. They easily use IM Instant Messaging, play networked videogames, actively surf the fixed Internet, use e-mail, and may well be involved in blogging. But these are ancilliary connection methods. The personal and primary connection tool for Gen-C is the mobile phone.
Generation-C is a very young generation today. But just being young is not enough to be a member of Gen-C. Gen-C is characterised by using mobile phone communities. Why is this distinction so relevant. Because as we explained in defining the transition from the Networked Age to the Connected Age, only communities on the mobile phone are truly immediate and completely personal.
Lets be very clear about this. On any other network the community needs to seek access to become connected at some time. For example you might have access to your e-mail right now, but not all members of your community are at their e-mail devices at the same time. You may want to join in an IM Instant Messaging discussion, or to have a discussion in a chat room, but these can only take place if the other person is by chance or plan, also connected now. All other digital networking technologies have availability issues, if not at your end, then at the other end. Only the mobile phone will allow connections at all times. Even if the other person is sleeping, at the moment of wake-up, the mobile phone is there to show your text message, as the first greeting long before logging onto e-mail or the Internet.
Members of Generation-C will regularly, on a daily basis, consult with friends and colleagues from their various communities. To do so, they have to have continous access to their network. They must be "always-on" and only the mobile phone allows this.
Being part of
Generation-C
There are several signs of whether one is part of Gen-C. Obviously the first need is an addiction to the mobile phone. Is the mobile phone a critically vital tool always for you. Already in Asia according to a Siemens study in December 2003 of mobile phone users in seven countries, over half of all Asians will return home to retrieve it if they left home without their mobile phone.
A second sign is the responsiveness to phone calls. Most older people tend to be troubled when their mobile phone rings, and feel the strong urge to answer the phone when it rings. Members of Gen-C do not feel obligated to answer a ringing phone, not even their own, and not even if it is their best friend calling. Gen-C can be not busy, see a good friend calling, and choose not to answer the phone at that time. Gen-C will manage the networks and communities, and return the attempt at contact when he/she feels like it.
A third sign is voice mail. If you leave voice mail messages, you are too old to be Gen-C. Gen-C will never remain on the line to listen to a voice mail announcement, and then leave a message. Gen-C will immediately hang up, and if necessary, will send an SMS text message instead.
Another test is the consumption of content or services on the mobile phone. Gen-C will know how to download content, be it a ringing tone or a logo or image, or news or entertainment clips etc.
Perhaps the most distinguishing test is how familiar one is with text messaging. Those in Gen-C will send several messages per day, and this can easily average over ten messages per day. How apt is the user in keying messages. Those truly of Gen-C can type out messages blind, literally. In other words they can type messages with the phone held out of sight, under the table, or behind their back, or with the phone in their pocket. They can take the phone from its locked position, seek the good friend's number from the phone book, and compose a long message, and complete the message and send it exactly as intended. Without error. And no, this is not using predictive text. Predictive is definitely the crutch for us older generations attempting to keep up with the young.
Text messaging has several other Gen-C signs. They can be carrying on a voice conversation, and send an SMS text message while carrying on the voice conversation. Gen-C is totally comfortable sending messages to someone in the same room. And all romances by members of Gen-C involve a daily SMS text message in both directions. If there is no message today, the romance is in trouble.
What age is Gen-C
Members of Gen-C are obviously mostly young. Gen-C started to form first in Scandinavia as ever younger teenagers received mobile phones in the late 1990s - today all over the age of 11 have mobile phones. Finland, both with the highest mobile phone penetrations of the time, and the fastest adoption of SMS text messaging in 1998, 1999 and 2000 discovered the changes in behaviour. Sweden, Norway, Denmark and Iceland followed, exhibiting similar patterns within a matter of months. Similar trends also in very short succession were seen in youth populations of Portugal, Italy, Hong Kong, Singapore, Taiwan, Israel, Austria. In these countries today Gen-C covers essentially the whole population between 12 years and 25 years of age.
In 2005 we find most countries where mobile phone penetrations are above 85% will have most of the population between the 14 to 24 years of age exhibiting Gen-C behaviour and traits. This group of countries is most of Western Europe and Central Europe and many parts of advanced Asia. Even laggard countries like the USA, Canada and Australia have already a sizeable Gen-C population, that of most of the young population between the ages of 16 - 22. A rough estimate of the global size of Gen-C at the end of 2004 is about 30 million teenagers and young adults. That will double by the end of 2005.
Gen-C rapidly growing
In each country the Community Generation will continue to grow. In every case, once a member of society becomes part of Gen-C, there is no going back. The change is irreversible. Thus Gen-C will naturally grow with the aging of the population. But there is also a curious "age creep" phenomenon. Gen-C tends to try to influence those slightly older than themselves, to bring them to the Connected Age. Thus young members of a team at the office will teach older ones how to use SMS text messaging, etc. Students in school will bring the innovations to their teachers, starting with the younger and hipper of the teachers, and gradually moving up. Also in families, children will teach their parents. Age creep will not convert the whole population, but probably adds something like one year of age at the top limit... (continued)
(read more in Chapter 9 of the book Communities Dominate Brands)
Executive
Summary:
Communities Dominate
Brands
Business and marketing challenges for the 21st century
Tomi T Ahonen and Alan Moore
(about 270 pages, hardcover, Futuretext Ltd, March 2005)
Communities Dominate Brands: Business and marketing challenges for the 21st century is a book about how the new phenomenon of digitally connected communities are emerging as a force to counterbalance the power of the big brands and advertising.
The book examines how branding, marketing and advertising are going through a radical change in this decade, as consumers learn to pool their market power and peer-group opinions. The book discusses how disruptive effects of digitalisation and connectedness to result in a dramatic revolution in how businesses interact with their customers, moving from interruptive advertising and one-directional mass marketing activities to interactive engagement marketing and community based communications.
Communities Dominate Brands addresses its topic from a marketing (including advertising and branding) perspective, looking at the various disruptive effects already witnessed with the mass market media and consumer technologies, coupling those with modern marketing theories especially those of focusing on the customer and targetting. The digitalisation results in a fragmentation of consumer attention. The book examines customer behaviour how it now is evolving rapidly as consumers adopt and adapt to high technology communication devices.
The book discusses the roles of such recent phenomena as virtual environments and massively multiplayer games, blogging and mobile blogging, and mobile phone based swarming. The book introduces a new generation of consumers called Generation-C for Community. The book also discusses such new concepts as the Connected Age, Reachability, the Four C's, Alpha Users, and explains how Communities emerge as a new force into the traditional communication model.
Combining the digital trends, modern management theories, and emerging new customer behaviour, the book arrives to its conclusion, that traditional marketing methods are increasingly ineffective and even becoming counterproductive. The power of the brands and the abuses by marketing have created a vacuum for a counterbalance, and digitally connected communities, especially the always-on connectedness of those on mobile phone networks, are emerging as the counterforce to redress the balance. The power of smart mobs, connected by mobile phones, will allow immediate and massive reactions to marketing excesses, and these connected communities will soon find their role as the natural counterbalance against the power of the brands. The way a business can and must interact with the powerful new communities is through engagement marketing, by enticing the communities to interact with the brands.
The hardcover book is 270 pages in length, with about 50 illustrations and with about 50 real business examples from around the world and from a wide range of industries. The book also includes a dozen case studies illustrating the specific issues discussed.
Listing of Chapters /
with main subheadings:
Communities Dominate
Brands
by Tomi T Ahonen & Alan Moore
Futuretext Ltd, 2005, 270 pages
Foreword by Stephen C Jones
Acknowledgements
Table of Contents
1 Introduction
2 Society changing
automobiles,
search, locks, shoes, TV, text messaging
values changing
healthy cynicism
digitally empowered activism
mobile cultures
Case - Transistor
proeject
3 Business entities transforming
TV, music, airlines, sports,
newspapers, telecoms
Digitalisation
music moves online
create marketspace
newspapers into the abyss
selected other trends
Case - Apple i-Tunes
4 Services and products fragmenting
cameras,
music, movies, newsmedia, airlines, cosmetics
speed of change
fragmentation
market effects
customer changing
Case - Guiness Visitor
Centre
5 The emerging virtual economy
virtual
worlds, video gaming, search, ratings, e-Commerce
simulators
virtual pets
virtual worlds
cheating wins
virtual marketplaces
Case - Habbo Hotel
6 Delivery channels splintering
newsagents,
department stores, video rental, internet, TV
splinter and converge
retraining retail
rethinking context
rebel network
the future of TV
Case - SMS to TV chat
7 Blogging
automobiles,
newsmedia, sports, festivals, politics
blogging for beginners
truth police
moblogging
blogs and TV
business and blogs
Case - Kryptonite
8 Customers changing
education,
texting, TV, books, gaming, art, restaurants
newly independent customer
crave entertainment
want to participate
how to group customers
unplugged
new concepts of loyalty
Case - Oh My News
9 Generation-C
text
messaging, fashion, gaming, politics, dating, telecoms
definining Generation-C
generation text
personal atrributes of Gen-C
communities of the community generation
are not like their parents
Case - Star Text
10 Advertising in crisis
television,
advertising, music, movies
industry in crisis
TV advertising changing
TV ad economics
call for creativity
Case - Tango soft
drinks
11 Branding losing its power
television,
soft drinks, music, retail, movies, automobiles
branding in crisis
branding changing too
lost at sea without a compass
the truth, you can't handle the truth
Case - Thomas Cook TV
12 Emergence of the community
music,
telecoms, politics, dating, shoes
connected age
smart mobs
The Four C's
power of community
Case - Howies
13 Communities dominate brands
newsmedia,
automobiles, tourist guides, IT, wineries
slow death of branding and advertising
communities self-generating
from sermon to discussion
communication model revised
power of co-creation
harnessing community power
Case - Twins Mobile
Music Service
14 From disruption to engagement
TV, e-Business, aerospace,
electronics, music
end of interruption
enter engagement
recruit your evangelists
engagement is invevitable
a profession disintermediated
Case - Orange bicycles
15 What next?
APPENDIX
Abbreviations
Bibliography
Websites
Blog sites
Index
About the Authors
Other books by Ahonen
About the
Authors:
Tomi T Ahonen is an author and independent consultant at
TomiAhonen.com based in the UK
Alan Moore is the CEO and President of SLMLX the
Engagement Marketing specialist firm in the UK
LINKS:
YOU CAN ORDER THE BOOK NOW AND HAVE
IT BEFORE ANYONE ELSE
Order the
book and find more information at futuretext, the publisher of Communities
Dominate Brands [Link to Futuretext]
The book
has its own blogsite, where Alan Moore and Tomi T Ahonen share current thoughts
on issues
relating to the book. Visit the blogsite at this link [blogsite for Dominate]
SMLXL
website is here [Link to SMLXL]
Note - Alan Moore is a regular blogger at his
website, find many more of his current thoughts there !!
To see Tomi's other books, click here [Tomi’s books]
To return to top of Tomiahonen.com, click here [Return to Tomiahonen.com]
Community book by Ahonen &
Moore, Digital book by Ahonen & Moore, Blogging book by Ahonen & Moore,
Engagement Marketing book by Ahonen & Moore , Swarming book by Ahonen &
Moore, Mobile Internet book by Ahonen & Moore, Wireless Internet book by
Ahonen & Moore, Cellular Internet book by Ahonen & Moore, Mobile web book
by Ahonen & Moore, Wireless web book by Ahonen & Moore, Cellular web
book by Ahonen & Moore
Mobile services book by Ahonen
& Moore, Telecoms services book by Ahonen & Moore, MMOG book by Ahonen
& Moore, Gaming book by Ahonen & Moore, Advertising book by Ahonen
& Moore, Mobile Advertising book by Ahonen & Moore, Wireless
Advertising book by Ahonen & Moore, Internet book by Ahonen & Moore,
Marketing book by Ahonen & Moore, Branding book by Ahonen & Moore,
Interruptive Advertising book by Ahonen & Moore
Communities business book by
Ahonen & Moore, Digital business book by Ahonen & Moore, Mobile
business book by Ahonen & Moore, branding business book by Ahonen &
Moore, gaming business book by Ahonen & Moore, Mobile Internet business book
by Ahonen & Moore, Wireless Internet business book by Ahonen & Moore,
Cellular Internet business book by Ahonen & Moore, Mobile web business book
by Ahonen & Moore, Wireless web business book by Ahonen & Moore,
Disruptive Technologies book by Ahonen & Moore
Digital convergence book by
Ahonen & Moore, Community dominance book by Ahonen & Moore, Branding
evolution book by Ahonen & Moore, Future of Advertising book by Ahonen
& Moore , Future of branding book by Ahonen & Moore, Future of
marketing book by Ahonen & Moore, Virtual worlds book by Ahonen &
Moore, Virtual gaming book by Ahonen & Moore, Mobile blogging book by
Ahonen & Moore, Blogging business book by Ahonen & Moore, Technology
Evangelists book by Ahonen & Moore
Early Adopters book by Ahonen
& Moore, Alpha Users book by Ahonen & Moore, Communities book by Ahonen
& Moore, Community book by Ahonen & Moore, Community power book by
Ahonen & Moore, Smart mobs book by Ahonen & Moore, Swarming book by
Ahonen & Moore, Blogosphere book by Ahonen & Moore, blogger power book
by Ahonen & Moore, Blogger business book by Ahonen & Moore, Blog
community power book by Ahonen & Moore
Viral marketing book by Ahonen
& Moore, Connected Age book by Ahonen & Moore, Beyond the networked age
book by Ahonen & Moore, Generation-C book by Ahonen & Moore, Gen-C book
by Ahonen & Moore, Generation-Connected is Gen-Community book by Ahonen
& Moore, Generation-Cellular is Gen-Community book by Ahonen & Moore,
Gen-X to Gen-C for community book by Ahonen & Moore, Dominate book by
Ahonen & Moore, Discontinuity business book by Ahonen & Moore, Digital
convergence book by Ahonen & Moore
Mobile cultures book by Ahonen
& Moore, Digital gatekeeper book by Ahonen & Moore, Digitalisation book
by Ahonen & Moore, Digitisation book by Ahonen & Moore, Digitalization
book by Ahonen & Moore, Music and digital communities book by Ahonen &
Moore, TV and digital communities book by Ahonen & Moore, media and digital
communities book by Ahonen & Moore, iPod business book by Ahonen &
Moore, Disintermediation book by Ahonen & Moore
Marketspace book by Ahonen &
Moore, Differentiation book by Ahonen & Moore, Digital Fragmentation book
by Ahonen & Moore, Virtual economy business book by Ahonen & Moore,
Digital delivery channels book by Ahonen & Moore, Convergence and divergence
business book by Ahonen & Moore, Reporting and blogging book by Ahonen
& Moore, media and blogging book by Ahonen & Moore, Branding and
blogging book by Ahonen & Moore, brand polygamists book by Ahonen &
Moore
Co-creation book by Ahonen &
Moore, activating consumers book by Ahonen & Moore, customer empowerment
book by Ahonen & Moore, Product evangelists book by Ahonen & Moore,
Alpha users book by Ahonen & Moore, Influencers book by Ahonen & Moore