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BrandDigital: Simple Ways Top Brands Succeed in the Digital World Hardcover – August 19, 2008

4.5 out of 5 stars 33 customer reviews

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Editorial Reviews

From Publishers Weekly

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.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

“Bringing the tried and true successful branding practices into the 21st century in business language - not high tech jargon.”-Clive Chajet, Chairman of Chajet Consultancy LLC
 
 
"As the digital world rapidly advances, so must our branding practices. Allen's latest book provides profound and practical advice to help set a clear through this branding quagmire. A must for any brand practitioner."-Ed Faruolo, VP Brand Development, Lincoln Financial 
 

"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."--Publishers Weekly
 

"BrandDigital is an excellent handbook for the 21st Century brand manager. It is a modern worldview still true to time honored, immutable brand management concepts."-Russ Klein, President of Global Marketing, Strategy, Innovation, Burger King

 

 "This is one of most enjoyable behind the scene discussions of the best lessons in digital marketing.  Readers can immediately take advantage of what is revealed here.  Some of the best, most sage advice on the subject."-Gary Elliott, Vice President of Corporate and Brand Marketing, Hewlett-Packard

 

"Virtually every marketing campaign – no matter how large or how small – should have some kind of online component. Once again, Allen Adamson has done a truly remarkable job making sense out of an extremely complex and often confusing topic.”-Kevin Lane Keller, Professor of Marketing, Tuck School of Business, Dartmouth College

 

"As the pace of digital technology increases, the job of a marketer simultaneously gets more complicated and more exciting.  But as Allen Adamson points out so powerfully in BrandDigital, the basic rules of brand building still apply. He shows how authentic storytelling and relevance become even more powerful for those who harness digital."-Beth Comstock, Chief Marketing Officer, GE

 

 "Allen Adamson is the perfect guide for how we should think about branding in the digital age. BrandDigital is the first book that shows how to build a brand collaboratively with consumers who are engaged, connected and ready to participate."-Mark Addicks, Chief Marketing Officer, General Mills

 

“Adamson's book reminds us that brands are more important than ever, and their stewards have a more challenging and potentially rewarding mandate in the multidimensional world the digital revolution has created."-Becky Saeger, Executive Vice President, Chief Marketing Officer, Charles Schwab

 

"As Allen Adamson suggests, the principles behind building a successful brand are the same regardless of the industry.  BrandDigital will be a valuable resource for anyone interested in understanding the dynamics governing consumers' relationship to brands, whether online or offline."-Bob Pittman, Founding Member, Pilot Group, Co-Founder of MTV and former COO of America Online and AOL Time Warner

 

BrandDigital makes it clear that successfully building, managing and nurturing a brand in a digital age requires participating in a conversation with your customer every day.  Mr. Adamson illustrates how building a brand isn't a campaign or a department, it's everything you do to create a compelling, differentiated customer experience and to look at each customer touch point as a "brand moment".  By weaving together the proven principles of great brand marketing with the new opportunities and realities of digital media, this book creates the path forward for all marketers, regardless of the industry.”-Allen Olivo, Vice President of Global Brand Marketing, Yahoo

 

“Adamson makes an important contribution to both the literatures of branding and interactive marketing -- namely, that the two disciplines have become one in the same.  And -- good news for marketing veterans -- he reminds us that the fundamentals of brand-building have not changed as the world has gone digital, merely the tactics and technologies at our disposal to converse with customers.”-Chas Edwards, Publisher & Chief Revenue Officer, Federated Media

 

BrandDigital articulates the central role which story-telling and consumer inspiration play for every successful business.  Building and sustaining brand power is even tougher in our new digital age, when speed and competition raises the bar for all brand marketers.  Allen Adamson uses insightful and illustrative examples to challenge every reader to move to the next level.  Game on!”-Jeffrey Bell, Corporate Vice President, Xbox Global Marketing, Microsoft

 

“The idea of simplicity in a digital world is both refreshing and in great demand. Allen Adamson shares engaging stories and case studies that will enlighten and entertain those who are new to the digital marketing space as well as those who simply have become overwhelmed with it.  In a marketing environment that is increasingly siloed between the digital and the non-digital, this book offers terrific thinking for those with their eye on the bigger picture - the "brand ball".  In a world where one-size does NOT fit all, Adamson offers insights that allow marketers to master the digital world without forgetting everything else.”-Julie Roehm, Founder/Marketing Consultant, Backslash Meta, LLC

 

“A brand is not just a promise, but a promise delivered. BrandDigital promises to show marketers and their value-chain partners how to navigate the ever-expanding opportunities presented by digital media – and it delivers a set of well-argued principles, illustrated by compelling cases. Brand guru Allen Adamson is a brand to watch.”-Randall Rothenberg, President & CEO, Interactive Advertising Bureau

 

"This is a very necessary - and very successful - attempt to bridge the two words of conventional brand marketing and new media thinking. It's an extremely welcome read for those of us who believe you can change your bathwater without losing the baby."-Rory Sutherland, Vice-Chairman, Ogilvy Group UK, London

 

“In BrandSimple, Allen Adamson provided a straightforward, jargon-free explanation of how the best brands are built and why they continue to succeed. In BrandDigital he uses the same simple, jargon-free approach to demystify how the best brands are built in the world of personal, portable, digital communications. Filled with fascinating examples and practical advice and exercises, Adamson clearly demonstrates how the most powerful brands today use digital technology to their advantage – and for the benefit of their customers.”-Eric Kessler, Co-President, HBO

 

“While many think the rules of branding have changed as a result of digital technology, in BrandDigital Allen Adamson proves that these rules have not changed at all, but rather, have been magnified. Digital technology makes it both easier and more critical to gain great insights about our customers, to communicate with them in a way that is relevant to their needs, and to deliver on our brands’ promises. Everything we know to be true about building a good brand is still true - even more so - and Adamson shows and tells why.”-Cleve Langton, Author of New Business Lessons From Madison Avenue

 

“The digital experience has radically transformed how brands are connecting with consumers. This book contains the recipe for success in today’s dynamic and fluid marketplace.”-Shelley Zalis, CEO and Founder, OTX Research

 

"One of the things that makes CPG Marketing a phenomenal adventure is the constant change in the consumer conversation... to stand still, to rely on the same vehicles year after year is to pronounce death upon a brand. In BrandDigital, Adamson examines ways in which marketers have evolved the conversation and deepened brand relationships.  It's an in-depth look at the role of new digital tools to keep timeless brands fresh, relevant and compelling for consumers of today!"-Bridgette Heller, President of Global Baby, Johnson & Johnson Consumer Companies, Inc.

 

“There is no denying that we are in the era of the digital age. The array of tools available to marketers in this static medium is infinite, and most importantly, ripe with possibilities for more direct customer interaction than ever before. However, as Allen Adamson notes, just as we can see consumers with more clarity, they can see brands with equal clarity. BrandDigital is a clear and concise resource that enables marketers to better understand these endless possibilities and think about how to navigate this technological frontier to build brands to be even better.”-Betsy Olum, Senior Vice President of Marketing, Sephora

 

"BrandDigital wonderfully frames, and helps makes sense of the ever-dynamic digital landscape. Allen Adamson underscores that for all the new possibilities digital advancements provide, they ultimately exist to serve the larger needs of marketers, brands, and most importantly consumers, the truest 'brand owners.'"-John Partilla, President, Time Warner Global Media Group

 

“Digital marketing has changed the marketing and media landscape in a profound and dramatic way. It has opened the door for new innovations in marketing, enabling companies to reach their target consumers more efficiently and effectively than ever before. And yet, the core principles for building enduring brands remain the same. Allen does a super job explaining how digital marketing is, and will continue to revolutionize marketing. A must read.”-Deepak Advani, Chief Marketing Officer and SVP, ...

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Product Details

  • Hardcover: 288 pages
  • Publisher: St. Martin's Press; English Language edition (August 19, 2008)
  • Language: English
  • ISBN-10: 0230606040
  • ISBN-13: 978-0230606043
  • Product Dimensions: 6.4 x 0.9 x 9.5 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (33 customer reviews)
  • Amazon Best Sellers Rank: #1,545,785 in Books (See Top 100 in Books)

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More About the Author

Allen Adamson is a noted industry expert in all disciplines of branding and marketing. He has worked with a broad spectrum of consumer and corporate brands in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment, as well as brands in the non-profit sector. Given his perspective and depth of experience, Allen is able to help his clients not simply understand, but, more critically, put into play practical strategies that generate long-term business value and increased brand equity.
Allen was most recently Chairman, North America of Landor Associates, a global brand consulting and design firm, where he was responsible for operations and overseeing branding efforts. Under his leadership, the company partnered with a wide array of iconic brands, including Accenture, GE, Johnson & Johnson, FedEx, HBO, Marriott, MetLife, and Verizon. Additionally, he provided guidance for non-profit organizations including the 9/11 Memorial & Museum, the Central Park Conservancy, the Council on Foreign Relations, and Iraq and Afghanistan Veterans of America (IAVA).
Before joining Landor, Allen was Senior Vice President, Group Director at Ammirati & Puris and DMB&B, during which time he partnered with clients including Kraft, Mars, and Procter & Gamble. Prior to this, he gained considerable experience on the client side, working at Lever Brothers on a number of major brands. His career in the industry began at Ogilvy & Mather in 1979.
Allen is the author of three books, The Edge: 50 Tips from Brands that Lead, BrandDigital, and BrandSimple, which are used in universities across the country. He also writes a monthly column for Forbes.com about the impact of general business and cultural trends on branding and, specifically, how brands can break through in a world of communication overload
A sought-after industry commentator, Allen has appeared on NBC's Today Show, CNBC's Squawk Box and Closing Bell, and Fox Business Network. He is often quoted in publications including The New York Times, the Wall Street Journal, Advertising Age, USA Today, the Washington Post, and Forbes. He is a frequent guest lecturer at New York University's Stern School of Business, the Samuel Curtis Johnson Graduate School of Management at Cornell University, and the Harvard School of Continuing Education. He is a member of the American Management Association and speaks on branding for a range of professional organizations, corporate events, and at industry conferences.

Allen received his BS from the S.I. Newhouse School of Public Communications at Syracuse University, and an MBA from the New York University's Stern School of business

Customer Reviews

Top Customer Reviews

Format: Hardcover
At a time when recession promises another culling of the on-line business world, Brand Digital offers both a survival guide for brands at risk and a consolidation guide for strong brands seeking to exploit weaker competitors.

Grounded in interviews with over 100 industry leaders, this book provides valuable context for the shift we have seen from the internet as a transactional medium to its new role as a relationship medium. In many industries the internet is now the primary medium for interacting with customers. Adamson walks the reader through the many levels of customer relationships the digital world offers for your business and brand. His first piece of advice is the digital equivalent of "Get out of the office and into the field talking to customers" (my phrasing not his). Adamson gives sound practical examples of the many ways managers in various industries are using the internet to engage with and learn from their customers outside of the transaction process.

Adamson then walks the reader through techniques for how to take what they learn on-line from customers and use it to hone product or service strategy, surrounding information services, brand image, and marketing strategies. He explores how to process the stream of customer information and make the trade-offs required for a focused, clear product strategy and brand image. Finally, he gives practical advice on making customer learning and product/brand refinement a continuous, evolving process. Many concrete examples from various industries keep the theorizing limited and the simple, practical ideas front and center.

The only shortcoming is that one would normally expect more visual content (charts, pictures, etc.) in a book about the visually-intensive digital world.
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Format: Hardcover
I did not expect to like this book. Most marketing books suck and I thought Allen's last book, Brand Simple, was a little TOO simple, so I opened this book with some nervousness. But I found BD extremely useful The ideas are good and pragmatic (not surprising, since Adamson has a rep in the marketing world as being a no hype, ultra-effective pro's pro.) The writing is clear, crisp and easily digested. And best of all, Allen really has a great ear for the telling quote or illustrative anecdote. Although different in tone, this book really reminded me of Tom Peter's best stuff--real nuggets from experienced practioners that drive home the message and lock it into your memory. So my rec? Buy this book if you're a front line marketer or a manager of front line marketers, especially if you don't or only sort of understand on line marketing. Don't buy it if you're looking for 3-D conceptual frameworks or elegant theoretical arguments around information acquisition theory. Adamson lives and works in the marketing trenches (although I suspect the trenches at Landor have espresso machines) and his advice is pitched at others who face the hard questions around where to put next year's marketing budget.
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Format: Hardcover
This book presents important insights that should become a must read for anyone in either the worlds of brands or the digital space, and by anyone interested in how ideas and brands play in the digital world.

As we begin to take brands for granted in the digital age, Adamson wisely reigns us in and reminds us that brand is where the value of the company is stored. This idea is even more powerful in the digital space where value creation (or destruction) can happen in an instant. The author is remarkable at keeping theory relevant by using cases, brands, and the actual players to illustrate his point. BrandDigital is a very engaging read as it takes you behind the scenes giving the details of successes that are highly entertaining and informative. An excellent addition to the ever changing conversation about our rapidly changing world.
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Format: Hardcover
Adamson really appears to have done his homework in interviewing as many people as he did (all of whom know their stuff and offer interesting perspectives) and then synthesizing their input into something that's easily digested and applied. I read and liked his Brand Simple a couple of years ago, but given where the world is headed, this book is probably more relevant and important for today's marketeer.
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Format: Hardcover
Timely. Allen Adamson's "BrandDigital" is a fantastic study of the current Digital Marketplace thru the lens of classic principles in effective brand management. In the past decade the 'traditional' language of communications has been put into a high octane blender. "BrandDigital" explains thru relevant business anecdotes how today's game changing strategies all seem to contain those same fundamental values in successful brand building. I suggest you read it once and then read it again with a pen.
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Format: Hardcover
Allen again hits the nail on the head. His insights into branding are clear and concise. He includes great lessons that I wish my MBA students would all learn.

Nathan Novemsky
Associate Professor of Marketing
Yale University
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Format: Hardcover
Thank goodness - at long last, a book that helps marketers fully understand how to navigate the Internet and use it to fulfill a brand's potential. It's good for newbies, but particularly, seasoned branding professionals who didn't grow up in a digital environment. Adamson's clarity and insight is inspiring. Read it.
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