BrandDigital Simple Ways Top Brands Succeed in the Digital World

by Adamson, Allen P.

• ISBN13: 9780230617629
• ISBN10: 023061762X
• Edition: Reprint
• Format: Paperback
• Copyright: 2009-09-01
• Publisher: St. Martin's Griffin

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. See Allen's interview on ABC: http://abcnews.go.com/video/playerIndex?id=5652297

Author Biography

Allen P. Adamson is the author of BrandSimple: How the Best Brands Keep it Simple and Succeed and managing director of the New York office of Landor Associates, one of the world's leading strategic brand consulting and design firms, with 24 offices in 18 countries. He has worked with some of the world's leading organizations, overseeing branding efforts for clients such as Diageo, GE, PepsiCo, Pfizer, Procter & Gamble, Sephora, and Verizon. Adamson has appeared on CNBC, FOX Business Network, and on NBC's Today show. He is often quoted in the New York Times, the Wall Street Journal, Advertising Age, USA Today, and Brandweek. Adamson lives in New York City with his wife and two children.

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Table of Contents

PART ONE: THE TRUTHS OF BRANDING MAGNIFIED * 1. The Importance of Gaining Superior Consumer Insight * 2. The Importance of Relevant Differentiation * 3. The Importance of Delivering on Your Brand Promise * 4. The Importance of a Simple Idea * 5. The Importance of a Clear Brand Voice * 6. The Importance of Following the Customer's Journey * PART TWO: BUILDING BRANDS IN A DIGITAL WORLD * 7. Stop, Look, and Listen: Get Insights about Your Digital Audience * 8. Call Attention to What Makes Your Brand Relevantly Different * 9. Keep Your Brand's Promise * 10. Start with a Simple Idea * 11. Establish a Clear Brand Voice * 12. Identify Where You Can Play to Win * BrandDigital: The Top Ideas to Remember