Since the publication of his bestselling book BrandSimple, advertising expert Allen Adamson has devoted his research to the cutting edge of digital technology and its intersections with brand marketing. This timely book discusses how global digital acceleration has the social networking and customer-based brand promotion of websites such as Google, YouTube, Craigslist, Wikipedia, Facebook, and MySpace. Adamson explains how to harness the multiple functions of new technologies such as the Blackberry and iPhone, and discusses the impact of rapid globalization on the digital-age brand as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. Citing specific case studies of successful branding through social networking, digital word-of-mouth, consumer-generated ideas, and "green" branding, The Digital Brand offers a comprehensive assessment of the future's marketing landscape.
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'Informative and engagingly written, this book will guide marketers and executives through the rapidly changing digital landscape and help them make informed decisions regarding the most effective branding opportunities available for their companies.' - Publishers Weekly
'An unusually readable how-to book that will help anyone involved in branding understand what works and why.' - Publishers Weekly
'Allen Adamson has done an excellent job, making sense out of an extremely complex and often confusing topic.' - Business Executive
Reviews of the author's previous book BrandSimple:
'Allen Adamson reminds us that a product is out there but a brand is in our mind. A great brand is based on a simple idea that is unique and relevant. He supplies guidelines and dozens of examples that will inspire the reader who is hoping to develop a breakthrough brand idea.' - Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA
'In this highly informative and entertaining book, Adamson cuts to the chase about what does and doesn't matter with branding. From his unique vantage point as a leader of the world's premier brand consultancy, he offers a wealth of examples to cogently argue that less can be more. Any marketer will enjoy and learn from this engaging book.' - Kevin Keller, Tuck School of Business at Dartmouth, USA
'It takes a long time to build a brand and a long time to kill one, so it pays to know what you're doing. If someone asked me for one book to read on brands - what they are and how to build them, I'd direct him or her to BrandSimple. Allen Adamson has captured basic and enduring brand concepts, explained them lucidly, and demonstrated their validity with lots of relevant case histories. The book lives up to its title.' - Kenneth Roman, formerly Chairman/CEO, Ogilvy& Mather Worldwide
'In the new economic world order dominated by excess supply and a powerful drive toward commoditization, the future product and service winners will be the stronger brands. Allen Adamson's BrandSimple paves the way to the building of enduring, powerful brands. A must-read from the leader of the world's greatest brand consultancy.' - Peter Georgescu, formerly Chairman/CEO of Young& Rubicam and author of The Source of Success: Five Enduring Principles at the Heart of Real Leadership
'In a world of communication bombardment, excessive choice, and increasingly rapid change, there is a large premium in effectively managing the signals that define a brand. The author draws from his rich experience and from examples in multiple industries to distill the simple principles that can make manageable the most complex marketing issues.' - Toni Belloni, COO, LVMH Group
'In this wonderfully engaging book, Allen Adamson explains why the best, most successful brands are based on ideas that are simple to understand. In a world inundated with brands, Allen makes it clear how and why the most powerful brands know the secret is simple.' - Beth Comstock, President, Digital Media, NBC Universal
'BrandSimple is a must-read for building and maintaining a powerful brand. Adamson cuts to the chase on what's important for brand success.' - Eric Kessler, President, Sales and Marketing, HBO
'This book will help you see that the greatest brand opportunity might be right in front of your nose, but maybe too close to see. It illustrates how the simplest of notions will translate to a complex set of expectations that a true brand must live up to. And it is written in a way that is elegantly simple-a book that both veterans and novices will delight in.' - Ed Faruolo, VP, Brand Strategy& Integration, CIGNA Corporation
Book Description
How to navigate the vast digital branding landscape by the bestselling author of BrandSimple
Inside This Book
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First Sentence
The headlines above, be they from the digital or analog media files, have long been buried amidst the thousands of other headlines about life in the digital lane. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
The headlines above, be they from the digital or analog media files, have long been buried amidst the thousands of other headlines about life in the digital lane. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
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4.5 out of 5 stars
35 reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars
A Digitial Survival Guide for the Current Recession
29 Oct 2008
By David Lynn
- Published on Amazon.com
Format:Hardcover
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.
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.
11 of 12 people found the following review helpful
4.0 out of 5 stars
Pragmatic, Useful Counsel from a Pro's Pro
28 Oct 2008
By Sam I. Hill
- Published on Amazon.com
Format:Hardcover
I did not expect to like this book. Most marketing books suck and I thought Allen's last book, Brand Simple, was a little TOO simple, so I opened this book with some nervousness. But I found BD extremely useful The ideas are good and pragmatic (not surprising, since Adamson has a rep in the marketing world as being a no hype, ultra-effective pro's pro.) The writing is clear, crisp and easily digested. And best of all, Allen really has a great ear for the telling quote or illustrative anecdote. Although different in tone, this book really reminded me of Tom Peter's best stuff--real nuggets from experienced practioners that drive home the message and lock it into your memory. So my rec? Buy this book if you're a front line marketer or a manager of front line marketers, especially if you don't or only sort of understand on line marketing. Don't buy it if you're looking for 3-D conceptual frameworks or elegant theoretical arguments around information acquisition theory. Adamson lives and works in the marketing trenches (although I suspect the trenches at Landor have espresso machines) and his advice is pitched at others who face the hard questions around where to put next year's marketing budget.
7 of 7 people found the following review helpful
5.0 out of 5 stars
Great perspective. Great Read. Must for digital, brand, and marketing pros.
25 Aug 2008
By Scott Osman
- Published on Amazon.com
Format:Hardcover
This book presents important insights that should become a must read for anyone in either the worlds of brands or the digital space, and by anyone interested in how ideas and brands play in the digital world.
As we begin to take brands for granted in the digital age, Adamson wisely reigns us in and reminds us that brand is where the value of the company is stored. This idea is even more powerful in the digital space where value creation (or destruction) can happen in an instant. The author is remarkable at keeping theory relevant by using cases, brands, and the actual players to illustrate his point. BrandDigital is a very engaging read as it takes you behind the scenes giving the details of successes that are highly entertaining and informative. An excellent addition to the ever changing conversation about our rapidly changing world.
As we begin to take brands for granted in the digital age, Adamson wisely reigns us in and reminds us that brand is where the value of the company is stored. This idea is even more powerful in the digital space where value creation (or destruction) can happen in an instant. The author is remarkable at keeping theory relevant by using cases, brands, and the actual players to illustrate his point. BrandDigital is a very engaging read as it takes you behind the scenes giving the details of successes that are highly entertaining and informative. An excellent addition to the ever changing conversation about our rapidly changing world.
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