Firebrands! : Building Brand Loyalty in the Internet Age

by Moon, Michael; Millison, Doug

• ISBN13: 9780072124491
• ISBN10: 0072124490
• Edition: 1st
• Format: Hardcover
• Copyright: 2000-10-17
• Publisher: McGraw-Hill Osborne Media

Summary

This book explains digital branding and how to implement it in the current marketplace.

Author Biography

Michael Moon is the co-founder and president of GISTICS Inc, an internationally renowned research and executive education firm. He and his firm track key developments related to the interactive corporation and its four disciplines: electronic commerce, digital branding, samrt media, and process management. He delivers a series of executive seminars, workshops, and Web-based tele-seminars in North America and abroad and advises major international corporations on strategies for branding, eCommerce, and rapid market entry into technical markets. Doug Millison is a freelance writer and editor based in the San Francisco Bay Area. In the early 1990s he helped shape the interactive media designer and developer community as co-founder and editor-in-chief of the pioneering magazine, Morph's Outpost on the Digital Frontier. More recently, he co-authored a best-selling book for Web designers and developers, Creating Killer Web Sites, Second Edition.

Table of Contents

Acknowledgments	viii
Preface	xi
Firebrands and the New Brand eState	1	(10)
The Emergence of Trust Networks and Their Implications for Branding	2	(9)
Brand Fundamentals	11	(24)
What Characterizes a Brand?	12	(9)
Where Do Brands Live?	21	(3)
What Functions Do Brands Serve?	24	(10)
Conclusion	34	(1)
Building Brands Offline---the Branding Tradition	35	(52)
Branding Defined	36	(1)
Value Creation	37	(13)
Corporate Lifecycle	50	(3)
Branding Intent	53	(2)
Brand Storytelling	55	(15)
Satisfaction Lifecycle	70	(10)
Where Does Branding Take Place?	80	(7)
Firebrands	87	(52)
Firebrands Defined	88	(1)
From Traditional Brand to Firebrand	89	(2)
A Thumbnail History of Firebrands	91	(4)
The Anatomy of a Firebrand	95	(2)
eServices	97	(1)
Interface	98	(1)
Consumer Satisfactions	99	(1)
Firebrand ``Heat''	100	(5)
Firebrands Live in eMediaspace	105	(4)
Deep Gravity Well Supersites	109	(1)
Five Layers of eServices	109	(6)
Strategic Attractors	115	(5)
Digital Embassies	120	(2)
What Function Do Firebrands Serve?	122	(16)
Conclusion: Dot.com Mojo = Interactive Business Design X (eSupply + Loyalty Lock-ins + Value-Based Pricing)	138	(1)
The Seven Best Practices of Firebranding	139	(108)
Best Practice #1: Build a Corporate Firebranding System	141	(9)
Best Practice #2: Implement Net-Integrated Communications	150	(9)
Do It Now	159	(1)
Do It Next	160	(3)
Do It Later	163	(8)
Best Practice #3: Implement Integrated Projects Management	171	(5)
Do It Now	176	(2)
Do It Next	178	(7)
Do It Later	185	(7)
Best Practice #4: Master Web-Integrated, Database Marketing and Sales	192	(1)
Do It Now	193	(3)
Do It Next	196	(4)
Do It Later	200	(8)
Best Practice #5: Globalize Your Firebrand	208	(14)
Best Practice #6: Build an Entrepreneurial eServices Platform	222	(1)
Do It Now	223	(7)
Do It Next	230	(5)
Do It Later	235	(4)
Best Practice #7: Implement Real-Time Value Creation	239	(7)
Conclusion	246	(1)
Firebranding in Action: Five Prospective Business Models	247	(16)
Knowledge Refinery	248	(2)
Dream Factory	250	(2)
Satisfaction Theater	252	(4)
Storydwelling	256	(3)
Brandstanding	259	(2)
Conclusion	261	(2)
Starting and Stoking the Fire: Acceleration Ramp for Launching a Firebrand	263	(14)
No One Escapes	264	(1)
Acceleration Ramp for Launching a Firebrand	265	(8)
Read This Book	266	(1)
Establish the Branding Authority	266	(1)
Mandate Execution of a Firebranding Program	266	(1)
Conduct a Brand Audit	267	(5)
Convene a Firebranding Summit	272	(1)
Go-To Brands	273	(4)
Futureproofing Your Firebrand	277	(12)
Behind the Hype Curve	278	(5)
The First Law of Firebrands	283	(1)
Brands as a Mechanism of Culture	284	(2)
The New Brand eState	286	(3)
Glossary	289	(18)
Index	307