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.