The Art of Digital Branding [Hardcover]

Ian Cocoran (Author)

Book Description

Publication Date: August 21, 2007

Here’s the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining traffic flow; adding depth to the Web experience with audio, video, and animation; maximizing site functionality for online shopping or software updates; and much more. Step into the digital age with expert help from The Art of Digital Branding.

Editorial Reviews

Review

“Ian Cocoran covers the nuts and bolts, winners and losers of branding on the Internet. Much can be learned from this book.”  (Alycia de Mesa, Brand Consultant and author of Before The Brand )

About the Author

Ian Cocoran has been reviewing corporate Web sites for brandchannel.com since its inception in 2001. He has worked as a senior manager and director for multinational organizations in the home improvement, pharmaceutical, well-being, fashion, and chemical industries. Cocoran lives in Sydney, Australia.

Product Details

• Hardcover: 272 pages
• Publisher: Allworth Press (August 21, 2007)
• Language: English
• ISBN-10: 1581154887
• ISBN-13: 978-1581154887
• Product Dimensions: 8.1 x 7.9 x 0.9 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (7 customer reviews)
• Amazon Best Sellers Rank: #815,560 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars A Great Intro to Digital Branding.., September 8, 2007

By 

David Henderson - See all my reviews
(REAL NAME)   

This review is from: The Art of Digital Branding (Hardcover)

A great read for anyone looking to improve their branded website. This book
breaks down the digital branding process into a number of logical, easy to
understand steps and focuses on what's really important in the eyes of the
consumer. It's also written in a very fluid style so it's also an
entertaining read (not stale and crusty like some business books!). "The Art
of Digital Branding" will be of particular interest to students, General
Managers and Marketers who are looking to improve their knowledge of
branding online. Web designers may also enjoy it, but as it isn't
particularly technically focused they may not find it detailed enough for
their needs.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Digital Branding rocks, August 23, 2007

By 

Mr. R. Mills "Big Irish" (Glasgow, Scotland) - See all my reviews
(REAL NAME)   

This review is from: The Art of Digital Branding (Hardcover)

I am a business adviser and often get asked what constitutes a good website - in future I will just ask people to buy this book. Its an excellent reference for any company that wants to improve it's online image as it nails every concept and explains the likes and dislikes of the average web consumer in detail - including the emotional responses that certain aspects of the website are likely to generate. I also found it humorous and well written - a refreshing change from some of the stuff that's out there.

4 of 4 people found the following review helpful:

4.0 out of 5 stars A very good analysis of how to translate your brand online, February 12, 2009

By 

The Marketing Guy Who Drives Sales -r (Charlottesville, VA United States) - See all my reviews

Amazon Verified Purchase

This review is from: The Art of Digital Branding (Hardcover)

Ian Cocoran does a great job in this book describing that you must first understand what your brand stands for on all levels and then decide how to best convey those core brand values online. He reinforces my idea that creating brand awareness does not mean much unless and until you communicate what your brand stands for and how that is unique so you create strategic brand awareness. Everything counts from what you present, how you present it, how your website feels, what it conveys about your brand and how your visitors will think and feel from the very first second they see your first page load.

Cocoran has reviewed many websites for [....] and infuses this book with many of those reviews along with screen shots to help us understand his analyses and insights as to how successfully these companies translated their brands online.

He ends the book giving us the intriguing concept of an emotionally intelligent website that artificially 'reacts' and responds to visitors' feelings and emotions based on their interactions with the site. The concepts sounds a little far out there at first, but after just a little thought we realize that the future he describes is not too far off and many are starting to create that future now.

I highly recommend this book to anyone involved in website marketing.