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.)Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
BrandDigitalby Allen P. Adamson
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/i>/b>/i>… See more details below
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.
- St. Martin's Press
- Publication date:
- Product dimensions:
- 6.50(w) x 9.30(h) x 1.10(d)
and post it to your social network
Most Helpful Customer Reviews
See all customer reviews >