デジタル世界のブランド構築 BrandDigital : Simple Ways Top Brands Succeed in the Digital World

デジタル世界のブランド構築<br>BrandDigital : Simple Ways Top Brands Succeed in the Digital World

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デジタル世界のブランド構築
BrandDigital : Simple Ways Top Brands Succeed in the Digital World

Adamson, Allen P.

ウェブストア価格 ¥3,907（本体¥3,552）
Palgrave Macmillan（2009/08発売）
外貨定価 US$ 20.00
ポイント 35pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 304 p.
言語 ENG
商品コード 9780230617629
DDC分類 658.827

基本説明

New in paperback. Hardcover was published in 2008. This book offers a comprehensive assessment of the future marketing landscape, including discussion of how global digital acceleration has affected brands through the social networking and customer-based brand promotion of websites such as Google and MySpace.

Full Description

In his best-selling book, BrandSimple: How the Best Brands Keep it Simple and Succeed, Allen P. Adamson showed in a straightforward manner how powerful brands get built. In a similarly engaging style, BrandDigital explains that in the quickly accelerating digital marketplace the basic principles of branding have not changed, but rather, are more important than ever. He clearly demonstrates that brand professionals have an unprecedented opportunity to use digital tools and media to learn more about their customers and offer experiences that better reinforce customer relationships - and build brand equity. Based on over 100 interviews with top branding professionals, Adamson makes his point with case studies from companies including Ameriprise, Burger King, General Mills, Hewlett-Packard, Johnson& Johnson, Nike, PepsiCo, and Procter& Gamble. He provides numerous examples of why, particularly in the digital arena, it's never been more important to gain significant insights about consumers; to establish a simple, compelling, and credible brand promise; and to make good on this promise.
Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology to build stronger brands and stronger bonds with their customers. See Allen's interview on ABC: http://abcnews.go.com/video/playerIndex?id=5652297

PART I: WHAT'S HAPPENED SINCE THE RELEASE OF BRANDSIMPLE? The Universe and Utility of the Internet is Expanding The 411 on other Digital Challenges How Digital Acceleration is Making a Flatter World Even Flatter How Social Initiatives Affect Brand Initiatives What Your 12-year-old Knows About Life On Line PART II: HOW ALL THIS STUFF WORKS AND HOW IT RELATES TO BRANDSIMPLE'S SUCCESS It's Still About Starting with a Simple Idea The New Power Signals How to be Everywhere at the Right Time