BrandDigital: Simple Ways Top Brands Succeed in the Digital World

by Allen P. Adamson

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.

304 pages, Paperback

First published August 19, 2008

Reviews

[Mike Williams · Rating 3 out of 5]

Written by an expert with deep experience in one of the worlds top branding firms, this book covers the basics of branding and applies them to digital applications. That said, the focus is more on branding from the perspective of a consulting firm that develops brands and brand strategy; someone looking for a deep dive into digital or branding from an interactive agency's perspective will be disappointed.