Brand Digital: Simple Ways Top Brands Suceed in the Digital World: Simple Ways Top Brands Succeed in the Digital World: 1 - Rilegato

Adamson, Allen P.

Rilegato

ISBN 10: 0230606040 ISBN 13: 9780230606043

Casa editrice: St Martins Pr, 2008

Riassunto

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.

Su questo libro

Recensione:

"'An unusually readable how-to book that will help anyone involved in branding understand what works and why.' - Publishers Weekly 'Allen Adamson reminds us that a product is out there but a brand is in our mind. A great brand is based on a simple idea that is unique and relevant. He supplies guidelines and dozens of examples that will inspire the reader who is hoping to develop a breakthrough brand idea.' - Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA 'In this highly informative and entertaining book, Adamson cuts to the chase about what does and doesn't matter with branding. From his unique vantage point as a leader of the world's premier brand consultancy, he offers a wealth of examples to cogently argue that less can be more. Any marketer will enjoy and learn from this engaging book.' - Kevin Keller, Tuck School of Business at Dartmouth, USA 'It takes a long time to build a brand and a long time to kill one, so it pays to know what you're doing. If someone asked me for one book to read on brands - what they are and how to build them, I'd direct him or her to BrandSimple. Allen Adamson has captured basic and enduring brand concepts, explained them lucidly, and demonstrated their validity with lots of relevant case histories. The book lives up to its title.' --- Kenneth Roman, formerly Chairman/CEO, Ogilvy & Mather Worldwide"

Descrizione del libro:

How to navigate the vast digital branding landscape by the bestselling author of BrandSimple

Su questa edizione

• Editore: St Martins Pr
• Data di pubblicazione: 2008
• ISBN 10: 0230606040
• ISBN 13: 9780230606043
• Rilegatura: Copertina rigida
• Numero di pagine: 274