BRANDDIGITAL - WAYS THAT BRANDS
SUCCEEED IN THE DIGITAL AGE
~ New Book Explores
Role Google, YouTube, Second Life, Social Media, and
Blogs Play in the Branding Process for Businesses ~
September 2008
New York, NY - With digital
technologies magnifying brand experiences, marketers
are being asked to explore and integrate new channels
for engaging consumers. The challenge is sorting through
the abundance of opportunities to understand what is
most effective for the brand, as demonstrated by participation,
feedback and overall engagement.
One of the world's leading
strategic brand consulting and design firms, Landor
Associates today announced the publication of BrandDigital:
Simple Ways Top Brands Succeed in the Digital World,
the latest book by Allen P. Adamson, managing director
of Landor's New York office, and author of BrandSimple:
How the Best Brands Keep it Simple and Succeed.
Based on over 100 interviews
with top branding executives, Adamson provides an insightful
portrait of how new digital developments are helping
marketers better build and manage their brands, and
why it's more important than ever for marketers to remember
the most basic principles of building a powerful brand:
to gain significant insights about consumers, and to
establish a simple and compelling brand promise.
Using case studies from leading
companies like Nike, Johnson & Johnson, Procter & Gamble,
and PepsiCo, BrandDigital explains how to engage
in digital activity to deliver better products and services.
Many cases are available with richer, multimedia content
on the BrandDigital website, www.branddigital.com.
While the rise of blogs, online
communities, widgets, and social networking sites are
making it easier for marketers to reach consumers, marketers
are being asked to stretch the boundaries of traditional
media to connect, and ultimately, keep up at an accelerating
rate with consumers. This often seems like a daunting
task, but using a straightforward and familiar voice,
Adamson identifies and answers the essential questions
marketers must ask prior to embarking upon any digital
endeavor.
Among the topics Adamson
can address are:
-
Developing search functionality as part of your
marketing mix
-
Choosing the proper technology to reach a particular
audience
-
Creating a successful viral campaign
-
Using consumer-generated content for gathering
meaningful insights
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