BrandDigital Simple Ways Top Brands Succeed in the Digital World

by Adamson, Allen P.

• ISBN13: 9780230606043
• ISBN10: 0230606040
• Format: Hardcover
• Copyright: 2008-08-19
• Publisher: St. Martin's Press

Summary

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.

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

Acknowledgments	p. vii
Interviewees and Contributors	p. ix
Forword	p. xi
Why This Book?	p. 1
The Truths of Branding Magnified
The Importance of Gaining Superior Consumer Insight	p. 31
The Importance of Relevant Differentiation	p. 53
The Importance of Delivering on Your Brand Promise	p. 71
The Importance of a Simple Idea	p. 89
The Importance of a Clear Brand Voice	p. 107
The Importance of Following the Customer's Journey	p. 121
Building Brands in a Digital World
Stop, Look, and Listen: Get Insights about Your Digital Audience	p. 145
Call Attention to What Makes Your Brand Relevantly Different	p. 163
Keep Your Brand's Promise	p. 187
Start with a Simple Idea	p. 203
Establish a Clear Brand Voice	p. 223
Identify Where You Can Play to Win	p. 237
BrandDigital: The Top Ideas to Remember	p. 257
Index	p. 267
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