BrandDigital : simple ways top brands succeed in the digital world /

Adamson (who should know the subject intimately as a senior executive for a top global advertising-marketing firm) tackles the mysteries of the Internet universe, dubbed BrandDigital. It's more storytelling than science, more instinctual than intellectual. Then, again, dot-com addresses offer the opportunity to dialogue with people and share insights and actions through those conversations, admittedly connecting more emotionally than logically and factually. Hear from Unilever's Dove and its quest-for-beauty campaign, criticized for its authenticity yet still seductive in its celebration of all women, large and small. Read how long-lived icon Betty Crocker has adapted to the net and what Lego realized in its e-transactions that grown-ups love the creation process, too. The tales alone, divided into six truths and six building blocks, could easily mesmerize readers; the addition of rules and guidelines at the end of each building blocks chapter provides readers both structure and tangible actions to help embrace all things Web.--Jacobs, Barbara Copyright 2008 Booklist

Adamson (BrandSimple) explores the new digital branding landscape, its plethora of choices and new terminology, citing corporations such as Nike, Proctor & Gamble and Unilever to demonstrate how the best marketers are using digital tools to build and manage their brands. Adamson surveys the gamut of new technologies and methods, presenting how social sites like Facebook and MySpace can be used as part of the branding mix, whether companies can get a better return on the development costs of television ads if they reformat them for YouTube, how to keep digital promotion integrated with traditional outreach and how to determine which technology to use to reach one audience versus another. In addition to providing a list of new terms all branding professionals should thoroughly understand, he covers such relevant topics as digitally watching consumers in action, organic content on company Web sites and spiders, and establishing a clear brand voice. Informative and engagingly written, this book will guide marketers and executives through the rapidly changing digital landscape and help them make informed decisions regarding the most effective branding opportunities available for their companies. (Aug.) (c) Copyright PWxyz, LLC. All rights reserved All rights reserved.