BrandDigital

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BrandDigital: Simple Ways Top Brands Succeed in the Digital World (eBook) Pub. Date: 8/19/2008 Publisher: Palgrave Macmillan
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BrandDigital Pub. Date: 8/19/2008 Publisher: Palgrave Macmillan

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Overview

In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen P. Adamson showed in a straightforward manner how powerful brands get built. In a similarly engaging style, BrandDigital explains that in the quickly accelerating digital marketplace the basic principles of branding have not changed, but rather, are more important than ever. He clearly demonstrates that brand professionals have an unprecedented opportunity to use digital tools and media to learn more about their customers and offer experiences that better reinforce customer relationships – and build brand equity.

Based on over 100 interviews with top branding professionals, Adamson makes his point with case studies from companies including Ameriprise, Burger King, General Mills, Hewlett-Packard, Johnson & Johnson, Nike, PepsiCo, and Procter & Gamble. He provides numerous examples of why, particularly in the digital arena, it’s never been more important to gain significant insights about consumers; to establish a simple, compelling, and credible brand promise; and to make good on this promise. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology to build stronger brands and stronger bonds with their customers.

Editorial Reviews

Publishers Weekly

Adamson (BrandSimple) explores the new digital branding landscape, its plethora of choices and new terminology, citing corporations such as Nike, Proctor & Gamble and Unilever to demonstrate how the best marketers are using digital tools to build and manage their brands. Adamson surveys the gamut of new technologies and methods, presenting how social sites like Facebook and MySpace can be used as part of the branding mix, whether companies can get a better return on the development costs of television ads if they reformat them for YouTube, how to keep digital promotion integrated with traditional outreach and how to determine which technology to use to reach one audience versus another. In addition to providing a list of new terms all branding professionals should thoroughly understand, he covers such relevant topics as digitally watching consumers in action, organic content on company Web sites and spiders, and establishing a clear brand voice. Informative and engagingly written, this book will guide marketers and executives through the rapidly changing digital landscape and help them make informed decisions regarding the most effective branding opportunities available for their companies. (Aug.)

Product Details

ISBN-13: 9780230606043
Publisher: Palgrave Macmillan
Publication date: 8/19/2008
Pages: 288
Product dimensions: 6.50 (w) x 9.30 (h) x 1.10 (d)

Meet the Author

Allen P. Adamson is the author of BrandSimple: How the Best Brands Keep it Simple and Succeed and managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms, with 24 offices in 18 countries. He has worked with some of the world's leading organizations, overseeing branding efforts for clients such as Diageo, GE, PepsiCo, Pfizer, Procter & Gamble, Sephora, and Verizon. Adamson has appeared on CNBC, FOX Business Network, and on NBC's Today show. He is often quoted in the New York Times, the Wall Street Journal, Advertising Age, USA Today, and Brandweek. Adamson lives in New York City with his wife and two children.

Please visit http://www.branddigital.com/book/reviews

Forword David Kirkpatrick Kirkpatrick, David

Why This Book? 1

Pt. 1 The Truths of Branding Magnified

1 The Importance of Gaining Superior Consumer Insight 31

2 The Importance of Relevant Differentiation 53

3 The Importance of Delivering on Your Brand Promise 71

4 The Importance of a Simple Idea 89

5 The Importance of a Clear Brand Voice 107

6 The Importance of Following the Customer's Journey 121

Pt. 2 Building Brands in a Digital World

7 Stop, Look, and Listen: Get Insights about Your Digital Audience 145

8 Call Attention to What Makes Your Brand Relevantly Different 163

9 Keep Your Brand's Promise 187

10 Start with a Simple Idea 203

11 Establish a Clear Brand Voice 223

12 Identify Where You Can Play to Win 237

BrandDigital: The Top Ideas to Remember 257

Index 267

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