Michael Jay Moon is the co-author of Firebrands: Building Brand Loyalty in the Internet Age, as well as the co-founder and CEO of the consulting and research company GISTICS Inc.

Moon was a contributing editor for Morph’s Outpost from 1993-1995, launching the magazine and writing a monthly column.^[1] A technical publication on emerging multimedia design technology, it was based on the design of '60s underground newspapers.^[2][3] He was a blogger for Customer Engagement Agencies, DAM for Marketing and Engagement Marketspace.^[4] In 2000, he co-authored Firebrands: Building Brand Loyalty in the Internet Age with Doug Millison.^[5] The book is now available in 13 languages.^[6]

Moon began his career in Silicon Valley at the microcomputer company IMS Associates, Inc. in 1978, working in marketing and business development roles.^[8] He went on to work with Regis McKenna at Regis McKenna, Inc., working on the advertising accounts of Apple, Intel, and Microfocus.^[9] He founded his first marketing and communications agency, Michael Moon Associates, in 1981.^[10][11]

After working at various Silicon Valley market research firms, Moon co-founded the Oakland-based GISTICS Inc. in 1987 as a research firm exploring the deployment of new technology, and serves as its president and CEO.^[12][13] Since 1991 it has focused almost exclusively on digital media and marketing automation.^[14] GISTICS researches emerging technologies and provides recommendations for companies to apply them to business and marketing applications.^[15][16] GISTICS also explores emerging trends in social media, and how technology companies can apply them as part of their market entry strategy.^[17]

In January 1999, Chief Executive Magazine featured Moon in the magazine’s “Technology Gurus” article.^[18] He also serves on the advisory board of The Vasconcellos Project, a group created to carry the vision of former Silicon Valley legislator John Vasconcellos.^[19]