BrandDigital.

BrandDigital.

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Adamson, Allen P. Palgrave Macmillan, 2009 Audio summary available
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IN THIS SUMMARY

In BrandDigital, Allen P. Adamson sets out to discover how the digital world is influencing the way brands are built and managed. Drawing on interviews with nearly 100 professionals in the fields of marketing, media, and digital technology, he illustrates how successful companies are embracing digital applications to reinforce customer relationships, ensure brand loyalty, and sustain brand power. The branding marketplace has changed dramatically, but the essential truths of branding have not. Their importance has only been magnified by the digital arena. Throughout the book, Adamson details these essential truths of branding, using interesting examples and real-world stories. He presents key ideas that thriving organizations incorporate into their brand strategies, including: Using digital technology to gain superior consumer insight. The new digital tools provide marketers with unprecedented access to customer opinions, behaviors, and purchasing practices. Setting the brand apart. Brands should differ from the competing in meaningful and relevant ways. Top brands have both a functional and emotional point of relevant difference. Adhering to a simple brand idea that is easily understood by the company and the consumers. Establishing a clear brand voice that personifies the brand, and convey it consistently. Deliver on the brand promise. The digital arena is transparent, so if a mistake is made, acknowledge it honestly and immediately. Determining which points in the customers' journey with a brand most influence their buying behavior. In other words, identify where the brand can "play to win. "Being ready to make adjustments. The digital world operates at breakneck speed, requiring flexibility and a swift response. Adamson encourages all marketing and branding professionals to interact with digital technology and make it a part of their lives. Only then can they fully understand its impact on the branding experience.