Branddigital

By Allen P. Adamson

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.

• Format: Paperback
• Language: English
• ISBN: 023061762X
• ISBN13: 9780230617629
• Release Date: September 2009
• Publisher: St. Martins Press-3PL
• Length: 304 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.9" x 6.1" x 9.0"