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BrandDigital: Simple Ways Top Brands Succeed in the Digital World download ebook

by Allen P. Adamson

BrandDigital: Simple Ways Top Brands Succeed in the Digital World download ebook
ISBN:
0230606040
ISBN13:
978-0230606043
Author:
Allen P. Adamson
Publisher:
St. Martin's Press; English Language edition (August 19, 2008)
Language:
Pages:
288 pages
ePUB:
1366 kb
Fb2:
1821 kb
Other formats:
lrf azw txt lit
Category:
Marketing & Sales
Subcategory:
Rating:
4.7

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.

Allen Adamson is the perfect guide for how we should think about branding in the digital age. -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.

Mobile version (beta). BrandDigital: Simple Ways Top Brands Succeed in the Digital World. Download (pdf, . 6 Mb) Donate Read. Epub FB2 mobi txt RTF. Converted file can differ from the original. If possible, download the file in its original format.

Allen Adamson is a noted industry expert in all disciplines of branding. He has worked with Allen Adamson, Co-Founder and Managing Partner of Metaforce.

Since the publication of his previous best-selling title, BrandSimple, Allen. Allen Adamson is a noted industry expert in all disciplines of branding. The number one reason for organizational success or failure is the ability to stay relevant.

Allen P. Adamson is managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting . He is also author of BrandSimple: How the Best Brands Keep it Simple and Succeed. Adamson is managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms. Adamson has partnered with a wide array of clients, including Diageo, Sephora, GE, Procter & Gamble, PepsiCo, Pfizer, and Verizon.

Read unlimited books and audiobooks on the web, iPad, iPhone and Android. 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.

In the quickly evolving digital marketplace, the basic principles of branding have not changed, but rather are more important than ever.

He dearly 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.

This timely book discusses how global digital accel.

Simple Ways Top Brands Succeed in the Digital World. While many think the rules of branding have changed as a result of digital technology, in BrandDigital Allen Adamson proves that these rules have not changed at all, but rather, have been magnified. Digital technology makes it both easier and more critical to gain great insights about our customers, to communicate with them in a way that is relevant to their needs, and to deliver on our brands' promises. Everything we know to be true about building a good brand is still true - even more so - and Adamson shows and tells why.

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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.

Reviews:
  • Gholbimand
This book is a great start for beginners looking to learn about how the internet, Google search engine, and social media sites have affected the way companies are doing business. Adamson discusses how using convenience and emotion to help customers seek you out, and to retain them. Also interesting, Adamson discusses how to use blogs and information in your website for SEO-Search Engine Optimization.
With accurate searches that Google provides, the internet now presents an opportunity and threat to branding. People can look for exactly what they want. Blogs give everyone a voice and as fast as a company's brand can be built, it can be ruined. It is up to the company to manage their presence on the internet in a manner that is responsible and aware of its surroundings. I thought this book was great because Adamson uses companies as examples so you can really grasp the concept and relate to the information. Overall, I would highly recommend this book. It has really helped me truly understand how fast the internet is changing, and how this affects the way businesses go about branding and reaching out to customers.
  • Avarm
I have been at this "branding thing" for over 40 years and have learned that we all think we know more than we really do. I have worked with Allen and know firsthand that he succeeds because he does his homework and keeps things simple. Once again that is exactly what he has done. From my experience, partly because it is so new and misunderstood, people think they know more about digital in all forms than they really do. Allen, by resourcing so many knowledgeable people, learning from them and then reporting this knowledge in a simple to read and understandable form has done the marketing community a great service. I learned from his efforts.
  • Tantil
This follow-up to Brand Simple is intended to capitalize on the impact of digital communications. It is divided into two sections: The Truths of Branding Magnified and Building Brands in the a Digital World. Adamson admits he is no technie, and that is clear in the second section. I benefited more from the first half. It is unclear in the book whether digital should be treated as just another channel or a game-changer. Adamson says, "the fundamental truths about building brands remain the same". And given that digital is still evolving, though rapidly, he hedges rather than defines.

Adamson emphasizes the need for superior consumer insights as the basis for any strong brand and also covers delivering on the brand promise, having a clear voice and keeping it simple which creates the bridge to his first book. One point that resonated was the importance of relevant differentiation. The use of the two words together has strong meaning. Also his delightful image of the 'backyard fence' used to describe how we once received information from trusted sources is a high point.

The book would have benefited from looking into how digital has sped up everything we do. I benefited from the book and the undeniable branding truths within, but I finished it without any real insights into digital branding itself.
  • Weetont
At a time when recession promises another culling of the on-line business world, Brand Digital offers both a survival guide for brands at risk and a consolidation guide for strong brands seeking to exploit weaker competitors.

Grounded in interviews with over 100 industry leaders, this book provides valuable context for the shift we have seen from the internet as a transactional medium to its new role as a relationship medium. In many industries the internet is now the primary medium for interacting with customers. Adamson walks the reader through the many levels of customer relationships the digital world offers for your business and brand. His first piece of advice is the digital equivalent of "Get out of the office and into the field talking to customers" (my phrasing not his). Adamson gives sound practical examples of the many ways managers in various industries are using the internet to engage with and learn from their customers outside of the transaction process.

Adamson then walks the reader through techniques for how to take what they learn on-line from customers and use it to hone product or service strategy, surrounding information services, brand image, and marketing strategies. He explores how to process the stream of customer information and make the trade-offs required for a focused, clear product strategy and brand image. Finally, he gives practical advice on making customer learning and product/brand refinement a continuous, evolving process. Many concrete examples from various industries keep the theorizing limited and the simple, practical ideas front and center.

The only shortcoming is that one would normally expect more visual content (charts, pictures, etc.) in a book about the visually-intensive digital world. But this small shortcoming is outweighed by the exceptional content of this book.

Net/net, an extremely valuable read for those who want to emerge from the recession with deeper relationships and stronger brand images across many more customers.