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BrandDigitalby Allen P. Adamson (Palgrave Macmillan, 256 Pages) In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen Adamson explained, in a straightforward manner, how powerful brands are built. Adopting the same engaging style in BrandDigital: Simple Ways Top Brands Succeed in the Digital World, he explains that in the fast accelerating digital marketplace the basic principles of building a powerful brand have not changed (as some may think) but, rather, have been magnified. He clearly demonstrates that in an environment where everything is visible, audible, and sharable, brand professionals have an unprecedented opportunity to learn more about their customers than ever before, making it possible to deliver experiences that reinforce customer relationships – and brand equity – more successfully than ever before. Based on over 100 interviews with top branding executives on both the corporate side and the agency side of the table, Adamson makes his point by using case studies from companies including Hewlett-Packard, Johnson & Johnson, Procter & Gamble, Nikon, Ameriprise, Burger King, PepsiCo, and General Mills. Citing lessons learned from these professionals, he provides example after example of why, in the digital arena, it’s never been more important to gain significant insights about consumers, to establish a simple and compelling brand promise based on these insights, and to make good on the brand promise through interactions that are as memorable as they are credible. He puts into proper context all the talk about Google, YouTube, Second Life, social networks, and blogs, and makes clear their role in the branding process. Chock full of stories from the frontlines of branding, Adamson puts into plain words how the best companies are taking advantage of digital technology and the behavior it generates to build more powerful bonds with their customers, and stronger, more positive associations with their brands. For more information, please visit www.branddigital.com. |