BrandDigital

Book Name : BrandDigital_x000D_
Simple Ways Top Brands Succeed in the Digital World

By by Allen P. Adamson

Sub Title : Simple Ways Top Brands Succeed in the Digital World

Written by : by Allen P. Adamson

Subject Category : Economics

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about this book

Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. 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 and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands. St. Martin's Press; August 2008 ISBN 9780230614550 Read online, or download in secure EPUB format Title: BrandDigital Author: Allen P. Adamson Imprint: St. Martin's Press Subject categories Economics > Commerce Business > E-Commerce Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences ISBNs 9780230606043 9780230614550 In The Press “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.” —Publishers Weekly “BrandDigital is an excellent handbook for the 21st Century brand manager. It is a modern worldview still true to time honored, immutable brand management concepts.” —Russ Klein, President of Global Marketing, Strategy, Innovation, Burger King “This is one of most enjoyable behind the scene discussions of the best lessons in digital marketing. Readers can immediately take advantage of what is revealed here. Some of the best, most sage advice on the subject.” —Gary Elliott, Vice President of Corporate and Brand Marketing, Hewlett-Packard “Virtually every marketing campaign – no matter how large or how small – should have some kind of online component. Once again, Allen Adamson has done a truly remarkable job making sense out of an extremely complex and often confusing topic.” —Kevin Lane Keller, Professor of Marketing, Tuck School of Business, Dartmouth College “As the pace of digital technology increases, the job of a marketer simultaneously gets more complicated and more exciting. But as Allen Adamson points out so powerfully in BrandDigital, the basic rules of brand building still apply. He shows how authentic storytelling and relevance become even more powerful for those who harness digital.” —Beth Comstock, Chief Marketing Officer, GE “Allen Adamson is the perfect guide for how we should think about branding in the digital age. BrandDigital is the first book that shows how to build a brand collaboratively with consumers who are engaged, connected and ready to participate.” —Mark Addicks, Chief Marketing Officer, General Mills “Adamson's book reminds us that brands are more important than ever, and their stewards have a more challenging and potentially rewarding mandate in the multidimensional world the digital revolution has created.” —Becky Saeger, Executive Vice President, Chief Marketing Officer, Charles Schwab “As Allen Adamson suggests, the principles behind building a successful brand are the same regardless of the industry. BrandDigital will be a valuable resource for anyone interested in understanding the dynamics governing consumers' relationship to brands, whether online or offline.” —Bob Pittman, Founding Membe

About The authore

“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.” —Publishers Weekly

Related subjects

Economics - Commerce Business - E-Commerce Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences

ISBN

9780230606043 - 9780230614550

In The Press:

NA

Imprint

St. Martin's Press