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Branded!: How Retailers Engage Consumers with Social Media and Mobility Hardcover – October 19, 2010


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Editorial Reviews

Review

Insightful and well written. (Retail Systems, May 2011).

From the Inside Flap

Consumers have become technology savvy: they blog about product reviews and customer service, instantly do comparison price checks from their mobile phone in a store aisle, become fans of their favorite retailers and brands on Facebook, show off their purchases on YouTube, and provide accolades—or vent complaints—to their friends and to the masses on Twitter. Successful retailers must not only find ways to differentiate merchandise strategies and stores, but also to engage with consumers where they are already spending a lot of their time: blogging, friending, tweeting, and surfing. Now is the time for executive management to jump into ongoing conversations about their companies and participate rather than sitting on the sidelines. Branded! helps you harness the power of social media and mobility to its fullest potential.

Sharing their decades of experience in retail and technology, Bernie Brennan and Lori Schafer demonstrate how social media and mobility can substantially improve a retailer's market share and brand position. Loaded with examples, Branded! provides comprehensive reviews of leading retailers who are successfully implementing social media and mobility.

Written through the eyes of retail and technology executives, Branded! explores:

  • How your world is changing. Customers are now in charge. Retailers who fail to engage will be bypassed

  • The powerful impact of social media, including Facebook, Twitter, MySpace, YouTube, Flickr, private social networks, and social gaming

  • The lightning speed in the growth of smart phones—connecting retailers and customers—regardless of time or place

  • How analytics helps you listen, quantify, and react to the impact of massive volumes of conversational data

  • The strategies of leading-edge retailers, including: Starbucks, Zappos, Wet Seal, Macy's, 1-800-Flowers.com, JCPenney, Pizza Hut, and Best Buy

  • How open culture and transparency are the hallmarks of these leaders

Unlock the mystery of these rapidly emerging new channels of communication and commerce and strategically engage your customers with Brennan and Schafer's Branded!

If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 85%). Print edition purchase must be sold by Amazon. Learn more.


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Product Details

  • Hardcover: 288 pages
  • Publisher: Wiley; 1 edition (October 19, 2010)
  • Language: English
  • ISBN-10: 0470768673
  • ISBN-13: 978-0470768679
  • Product Dimensions: 6.3 x 1 x 9.4 inches
  • Shipping Weight: 15.5 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #1,241,509 in Books (See Top 100 in Books)

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5 of 5 people found the following review helpful By P. Marobella on September 28, 2010
Format: Kindle Edition Verified Purchase
Decided to read this book because we work with many retailers and brands that sell through retail. All are at various stages of trying to figure out the space and how it best applies to their business. It was a quick, insightful and well-written read. On my iPad, I have about 50 highlighted notes to integrate into upcoming strategy presentations and consulting engagements. Love the case stories and the depth in which they go. Very valuable insight. Recommend.
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2 of 2 people found the following review helpful By Mickie Miller on December 8, 2010
Format: Hardcover Verified Purchase
If you are a traditional marketing executive who wants to leverage social media (blogs, Facebook, Twitter etc.) and mobile, but having trouble figuring it all out: Read Branded!! It is the first book written that actually provides the insight needed to effectively extend consumer communication channels. The book's focus is on retailers and the importance of developing social media and mobile strategies to strengthen brand equity - turning consumers into to customers. Authors, Lori Schafer and Bernie Brennan, through comprehensive interviews with eight retailers, share how the likes of Zappos and Wet Seal have successfully combined social media and mobile channels with traditional marketing strategies. In doing so these retailers are increasing sales, market share and learning a great deal about themselves and their customers. I know that I will wear thin many of the pages of Branded using it as a road map for developing social media strategies, analytics and data to build a stronger online store.

Branded shows how to strategically start and keep the conversation flowing with your customers through social media interaction in a manner that is reminiscent of the 1940's neighbor retailer; when businesses were built with customer service, relationships and loyalty.
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2 of 2 people found the following review helpful By Scott Andrews on December 11, 2010
Format: Hardcover Verified Purchase
When I found this book online and read its description, I chose to purchase it right away. I finished reading it cover-to-cover in less than a week and found it hard to put down. The authors did a superb job of researching and synthesizing retail with consumer behavior in social media, the new era of digital relationships, and the use of mobile and online technologies.

I was impressed with the quality of research data and real-world examples of how top brands are harnessing the power of the social media revolution from both the business and technological perspectives. They hit the nail on the head in finding balance between business application and technology relevance. In my opinion, that's what makes their book such an incredible read. No matter what your role is in a company, this book will be a tremendous resource in gaining knowledge and understanding of how retailers are using social media and relating with the new digital, mobile consumer.

I highly recommend this book to individuals who work for a retailer, work for companies that provide products and services to retailers, and anyone who wishes to read "the movie trailer" of what's to come in the digital retail revolution.
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Format: Hardcover
I have had the pleasure of working with both Lori and Bernie during my years in the software industry. While president of Prime Response, I also had the pleasure of working with early adopters and progressive companies such as 1-800-Flowers.com and their President & COO Chris McCann.

I totally agree with Bernie and Lori's insights that when a company has an open, transparent, customer engagement focused culture - it's a natural progression to leverage social media. It is simply another of many ever evolving ways to engage customers in order to improve the ability to "tune in" to their needs. There is nothing to fear and everything to gain by building relationships transparently. I am finding the lessons learned can also being applied in the non-profit world as well (and anywhere where relationships are important.) Every company has branding - one way or another. The best are proactive at creating positive, and lasting brands by listening so they can continuously improve.

Paul Lavallee,
Serial Software Entrepreneur & board member
Former Ceo/founder of: ASE & EMS East; former Americas president of: SSA, Firepond, Primeresonse
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2 of 2 people found the following review helpful By Marc Millstein on January 6, 2011
Format: Hardcover Verified Purchase
Bernie anbd Lori have teamed up to create what I consider to be one of the truly remarkable books in 2010 on both retailing and the widespread cultural shifts now taking place right before our eyes. The book is special in that it literally takes us inside the retailers who are using social networking and other new tools to successfully communicate with customers, learn new things about how people think and buy today, and then putting those ideas into action to strengthen the brand big time - and hike profits. The interview-like style of the book makes it not only a fascinating look behnd the scenes in this key area of business but also an enjoyable and an unusually easy read -- yet filled with value. The inclusion of consumer insights and thoughts further adds considerable value. Definitely a book to put on any list of gifts for 2011 and a must-read for retailers and consumers of any age at any time.
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1 of 1 people found the following review helpful By gcorbin on November 22, 2010
Format: Hardcover
I have been involved with surfing and shopping on the Web for many years. I use Facebook, Twitter, Youtube, Flickr and LinkedIn. I know others who use Foursquare. Web 2.0 brought on a new revolution in Social Media that I never really thought about. Bernie and Lori's book "Branded!" gives a great background on Social Media and what it has meant to retailing. Most companies have yet to embrace Social Media. I enjoyed reading about the Marketing practices used by Starbucks, Macy's, Best Buy, Wet Seal, JC Penneys, 1-800-Flowers, Pizza Hut and Zappos using smartphone and Web 2.0 applications.

The world has changed. If you are a business student or a business/retail professional this is a much read. If you are a parent with teenagers who spend a lot of time on the Internet and their smartphones and you are wondering what they are doing this will give you a great incite. This will also educate you on the risks and viral nature of Social Media. Comments travel very quickly with no limits. The book contains a lot of great statistics and background on the evolution of Web 2.0. It was published in 2010 so it is current. All the company interviews are from 2010.
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