BrandDigital : simple ways top brands succeed in the digital world

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Title:

Author:

Adamson, Allen P.

ISBN:

9780230617629

9780230606043

Personal Author:

Adamson, Allen P.

Publication Information:

Basingstoke : Palgrave Macmillan, 2009.

Physical Description:

xiv, 290 pages : illustrations ; 25 cm

General Note:

Includes index.

Originally published: 2008.

Contents:

The importance of gaining superior consumer insight -- The importance of relevant differentiation -- The importance of delivering on your brand promise -- The importance of a simple idea -- The importance of a clear brand voice -- The importance of following the customer's journey -- Stop, look, and listen: get insights about your digital audience -- Call attention to what makes your brand relevantly different -- Keep your brand's promise -- Start with a simple idea -- Establish a clear brand voice -- Identify where you can play to win -- BrandDigital: the top ideas to remember.

Subject Term:

Branding (Marketing)

Brand name products.

Internet marketing.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIE Sandton	General Books	000096779	658.827 ADA	1	Searching... Unknown
Searching... IIEMSA	General Books	33168025462876	658.827 A221B 2009	1	Searching... Unknown
Searching... VEGA Bordeaux	General Books	000007830	658.827 ADA	1	Searching... Unknown
Searching... VEGA Cape Town	General Books	000035594	658.827 ADA	1	Searching... Unknown
Searching... VEGA Durban	General Books	000013952	658.827 ADA	1	Searching... Unknown

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Summary

In the quickly evolving digital marketplace, the basic principles of branding have not changed, but rather are more important than ever. In BrandDigital ,Allen Adamson discusses the impact of rapid globalization on the digital brand, as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. He explains how to harness the multiple functions of social networking, digital word-of-mouth, consumer-generated ideas, "green" branding, and new technologies such as the Blackberry and iPhone, while sticking to a simple, compelling, and credible brand promise. The book includes over 100 interviews with top branding professionals at Ameriprise, Burger King, General Mills, Hewlett-Packard, Johnson & Johnson, Nike, and others, providing numerous case studies of successful branding strategies in our age of global technological acceleration.