Open. It’s not just the sign on a retail shop door—it’s an imperative and a state of mind for consumers. The successful open brand must operate under a new set of rules, embracing social Web-empowered consumers and their impact on the digital landscape, brands and each other. Who are these new consumers? According to the Resource Interactive iCitizen Motivational Study conducted with Harris Interactive, they represent 86 percent of the online population and are defined by their online behaviors and motivations. In addition to the three core behaviors of shopping, researching and self-servicing, three new social behaviors have emerged—creating, sharing and influencing.