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BrandDigital : Simple Ways Top Brands Succeed in the Digital World

BrandDigital : Simple Ways Top Brands Succeed in the Digital World - 08 edition

BrandDigital : Simple Ways Top Brands Succeed in the Digital World - 08 edition

ISBN13: 9780230101029

ISBN10: 023010102X

BrandDigital : Simple Ways Top Brands Succeed in the Digital World by Allen P. Adamson - ISBN 9780230101029
Edition: 08
Copyright: 2008
Publisher: Vitalsource Technologies, Inc.
Published:
International: No
BrandDigital : Simple Ways Top Brands Succeed in the Digital World by Allen P. Adamson - ISBN 9780230101029

ISBN13: 9780230101029

ISBN10: 023010102X

Edition: 08
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Summary

In the quickly evolving digital marketplace, the basic principles of branding have not changed, but rather are more important than ever. In BrandDigital, Allen Adamson discusses the impact of rapid globalization on the digital brand, as well as the importance of social initiatives and the opinions of newly web-based preteens and teens. He explains how to harness the multiple functions of social networking, digital word-of-mouth, consumer-generated ideas, "green" branding, and new technologies such as the Blackberry and iPhone, while sticking to a simple, compelling, and credible brand promise. The book includes over 100 interviews with top branding professionals at Ameriprise, Burger King, General Mills, Hewlett-Packard, Johnson & Johnson, Nike, and others, providing numerous case studies of successful branding strategies in our age of global technological acceleration.