Book

Adamson, Allen P.

BrandDigital : simple ways top brands succeed in the digital world / Allen P. Adamson ; foreword by David Kirkpatrick.

1st ed.

New York : Palgrave Macmillan, 2008.

xiv, 274 pages : illustrations ; 25 cm

Since the publication of his bestselling book BrandSimple, advertising expert Allen Adamson has devoted his research to the cutting edge of digital technology and its intersections with brand marketing. This timely book discusses how global digital acceleration has the social networking and customer-based brand promotion of websites such as Google, YouTube, Craigslist, Wikipedia, Facebook, and MySpace. Adamson explains how to harness the multiple functions of new technologies such as the Blackberry and iPhone, and discusses the impact of rapid globalization on the digital-age brand as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. Citing specific case studies of successful branding through social networking, digital word-of-mouth, consumer-generated ideas, and "green" branding, The Digital Brand offers a comprehensive assessment of the future's marketing landscape.

Branding (Marketing)

Brand name products.

Internet marketing.

Brand digital

Includes index.

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.

Table of contents

Contributor biographical information

Publisher description

2008017390

9780230606043

0230606040

226308104

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224547

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658.827 Adamson