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The Art of Digital Branding Hardcover – 1 Jul 2007


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Product Description

About the Author

Ian Cocoran has been reviewing corporate Web sites for brandchannel.com since its inception in 2001. He has worked as a senior manager and director for multinational organizations in the home improvement, pharmaceutical, well-being, fashion, and chemical industries. Cocoran lives in Sydney, Australia.

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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3.9 out of 5 stars 9 reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars A Great Intro to Digital Branding.. 9 Sept. 2007
By David Henderson - Published on Amazon.com
Format: Hardcover
A great read for anyone looking to improve their branded website. This book
breaks down the digital branding process into a number of logical, easy to
understand steps and focuses on what's really important in the eyes of the
consumer. It's also written in a very fluid style so it's also an
entertaining read (not stale and crusty like some business books!). "The Art
of Digital Branding" will be of particular interest to students, General
Managers and Marketers who are looking to improve their knowledge of
branding online. Web designers may also enjoy it, but as it isn't
particularly technically focused they may not find it detailed enough for
their needs.
5 of 5 people found the following review helpful
5.0 out of 5 stars Digital Branding rocks 24 Aug. 2007
By Mr. R. Mills - Published on Amazon.com
Format: Hardcover
I am a business adviser and often get asked what constitutes a good website - in future I will just ask people to buy this book. Its an excellent reference for any company that wants to improve it's online image as it nails every concept and explains the likes and dislikes of the average web consumer in detail - including the emotional responses that certain aspects of the website are likely to generate. I also found it humorous and well written - a refreshing change from some of the stuff that's out there.
4 of 4 people found the following review helpful
4.0 out of 5 stars A very good analysis of how to translate your brand online 12 Feb. 2009
By The Marketing Guy Who Drives Sales -r - Published on Amazon.com
Format: Hardcover Verified Purchase
Ian Cocoran does a great job in this book describing that you must first understand what your brand stands for on all levels and then decide how to best convey those core brand values online. He reinforces my idea that creating brand awareness does not mean much unless and until you communicate what your brand stands for and how that is unique so you create strategic brand awareness. Everything counts from what you present, how you present it, how your website feels, what it conveys about your brand and how your visitors will think and feel from the very first second they see your first page load.

Cocoran has reviewed many websites for [....] and infuses this book with many of those reviews along with screen shots to help us understand his analyses and insights as to how successfully these companies translated their brands online.

He ends the book giving us the intriguing concept of an emotionally intelligent website that artificially 'reacts' and responds to visitors' feelings and emotions based on their interactions with the site. The concepts sounds a little far out there at first, but after just a little thought we realize that the future he describes is not too far off and many are starting to create that future now.

I highly recommend this book to anyone involved in website marketing.
4 of 4 people found the following review helpful
5.0 out of 5 stars The best of its kind so far 22 Aug. 2007
By Michael Smith - Published on Amazon.com
Format: Hardcover
A great book for those looking to understand the basics of online branding. Concepts covered included positioning, segmentation, basic design, technology, charities and online shopping. I've read a number of online marketing books lately, but from a branding perspective this one is the best so far as its casual humour and easy going language make everything easy to understand and it focuses on the real emotional issues that are likley to influence consumers. The "real world examples" are also a big plus, as are the author's references.
4.0 out of 5 stars Somehow outdated, yet it's core writting has valuable info. 21 Jan. 2013
By Ioannis - Published on Amazon.com
Format: Hardcover
That book, expplains the most part of the internet. Despite being kind of outdated (well that's obvious a couple of years have passed by since it's release) it describes some facts of the internet that will never change. And it explains them well. It's not a book that will teach you of SEO, Social media Marketing or so, but it willl explain you the way customers perceive the digital identity of a brand. It screencasts how, the digital presence can harm your real one or boost it. To conclude with, I would prefer you learn first how to set up a site and do some seo, and then read this book, so that you can understand it.
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