Deep Branding on the Internet: Applying Heat and Pressure Online to Ensure a Lasting Brand

by Marc Braunstein and Edward H. Levine

The Web poses fundamental questions about a company's marketing and branding strategy. This work shows how marketing on the Web should be integrated into the overall corporate marketing plan, and... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0761525327
• ISBN13: 9780761525325
• Release Date: August 2000
• Publisher: Prima Lifestyles
• Length: 400 Pages
• Weight: 1.40 lbs.
• Dimensions: 1.2" x 6.4" x 9.3"

Customer Reviews

Braunstein and Loveen predicted the calm.down revolution

As a senior executive for a well known .com, I found this book well read and full of useful examples of past mistakes made along the way by Internet companies being run by headstrong MBA types with little if any real world business experience. Marc Braunstein obviously wrote the lionshare of the book as his wit and candor are what makes this book not only pleasurable, bit also a very valuable and timely expose on the economic environment surrounding the Internet generation. Firebrand is lucky to have such a talented man working for them. Bravo to Firebrand.

Do Not Even Think About E-Commerce Before Reading This Book

Anyone who thinks that the internet is less demanding of the brand, product manager or smaller product company is doomed to failure. I have read this book a couple of times and it really nails down the needed disciplines for making your brand rock in this new channel. Clear and easy to read. Make sure you don't leave on your next plane ride without it.

The most honest assessment of the DOT COM business situation

As a IT consultant, I get to read my fair share of pundits claiming the .com business model will replace today's brick and mortar system. Braunstein and Levoon have written an excellent book which challenges the .com business model and asks valid questions. It is a pity that the entrepreneurs who started companies like Highwired.com, Hotoffice.com, Hardcloud.com etc.. didn't read this book prior to their own launchings. Braunstein and Levoon anticipated the .com collapse and create new and interesting conceptual models to better understand the true nature of Brands and how they must translate to the Internet.Bravo. A must read for academics and Internet industry types

This will be a lasting book too!

The paradigms and concepts presented in the book are especially relevant given the more sensible evaluation and scrutiny facing e-businesses today. The authors focus on the core element that is clearly absent from many new internet ventures, namely "Deep Branding". Their heat and pressure methaphor is powerful in its simplicity and it has wider applications to brands in general (not just those on the internet). The book's guidelines for ensuring a lasting brand are certain to ensure that "Deep Branding on the Internet" will be a lasting book too!

A very important ground breaking book

Finally a book that puts the approach to the Internet economy in perspective.Far too many companies have made costly mistakes with misguided thinking and high expectations of e-commerce return.Many jumped in before looking and were equiped with business models that in other mediums would be considered totally unrealistic.This book is a landmark because it gives Internet branding and marketing a balanced view.The Internet is a tactic not a brand.In fact it is the focus of the book. The premise that heat(value) and pressure(marketing) makes sense regardless of the medium.Perhaps more sobering minds will heed much of the information contained in this book.It's obvious that the authors know this challenging, unpredictable field well. Money well spent.