Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand [Hardcover]

Marc Braunstein (Author)

Book Description

Publication Date: August 17, 2000

The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. But the Web is certainly no magic bullet, and setting your business apart requires that you understand exactly how the Internet fits in with all the other elements of your company's growth strategy. Inside, two experts reveal their knowledge of how to deepen and profit from brands in the era of the Internet. Using examples of established companies both large and small, Marc Braunstein and Edward H. Levine trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty. In Deep Branding on the Internet, You'll also discover:


How a deep brand can be the ultimate search engine for your business
Why you should ignore online users and focus instead on customers
How smart, multi-channel brandholders should win on the Internet every time
Why the Internet has a low barrier to entry but a high barrier to profit
How the Web can give you more control over channels and markets that are becoming increasingly fragmented
And much more!


Insightful, easy to read, and packed with practical information, Deep Branding on the Internet is a must-have tool that everyone from a Fortune 500 manager to an aspiring small-business owner will want to read, share, and act upon.

Editorial Reviews

From Publishers Weekly

It isn't an accident that this book, the work of two consultants, reads like a tightly focused marketing textbook. What Braunstein and Levine understand is that a Web site is not a brand. While the Internet is a wonderful distribution channel, it is only a tool for building a brand. If you want to create a brand, you have to do what companies have always done: create an indelible mark on the minds of customers by combining a product that meets their needs with a vivid image. Using a vivid image of their own to get the point across, the authors draw on the origin of the word "brand" suggest that marketers do exactly what ranchers do when they want to leave their mark on cattle: apply heat and pressure. Through a series of short chapters, Braunstein and Levine show how to apply heatAthe values of the organizationAand pressureAwhat goes into the marketing effort. Since the book covers the basics, readers expecting "marketing tricks" are going to be disappointed. But executivesAeven those with a marketing backgroundAare bound to get a boost from lessons such as "users are not customers" (customers represent repeat business, users don't) and constant reminders of the importance of customization and immediately meeting your customers' expectations. The payoff for doing this well can be enormous. As the authors write: "A deep brand is the ultimate Internet search engine. People go to search engines when they don't know who can address their needs; they go to brands when they do." (Aug.)
Copyright 2000 Reed Business Information, Inc.

From Booklist

Given the glut of dot.com enterprises, what does it take for one company to emerge as the leader in its category? A number of business advisors have argued that "branding" is the key. Branding guru Al Ries and his daughter have already laid down The 11 Immutable Laws of Internet Branding , and now consultants Braunstein and Levine explain the concept of "deep branding." They first argue that the Internet should not be the sole focus of a company's marketing plan and then stress that a brand is an "indelible mark made on the mind of a stakeholder." They define brand stakeholders, brand "heat," and brand "pressure" and offer a formula for deep branding. They then consider marketing and promotion, customer service, and the economics of the Internet. In an attempt to connect with readers, the authors serve up their insights and advice in a "series of short chapters similar to the `page views' found throughout the Internet." David Rouse
Copyright © American Library Association. All rights reserved

See all Editorial Reviews

Product Details

• Hardcover: 400 pages
• Publisher: Prima Lifestyles (August 17, 2000)
• Language: English
• ISBN-10: 0761525327
• ISBN-13: 978-0761525325
• Product Dimensions: 9.1 x 6 x 1.3 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.1 out of 5 stars  See all reviews (11 customer reviews)
• Amazon Best Sellers Rank: #2,094,194 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars A very important ground breaking book, October 12, 2000

By 

nat adamo (brooklyn, new york United States) - See all my reviews

This review is from: Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand (Hardcover)

Finally a book that puts the approach to the Internet economy in perspective.Far too many companies have made costly mistakes with misguided thinking and high expectations of e-commerce return.Many jumped in before looking and were equiped with business models that in other mediums would be considered totally unrealistic.This book is a landmark because it gives Internet branding and marketing a balanced view.The Internet is a tactic not a brand.In fact it is the focus of the book. The premise that heat(value) and pressure(marketing) makes sense regardless of the medium.Perhaps more sobering minds will heed much of the information contained in this book.It's obvious that the authors know this challenging, unpredictable field well. Money well spent.

6 of 6 people found the following review helpful:

5.0 out of 5 stars This will be a lasting book too!, October 20, 2000

By 

"jt26" (Chicago, IL) - See all my reviews

This review is from: Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand (Hardcover)

The paradigms and concepts presented in the book are especially relevant given the more sensible evaluation and scrutiny facing e-businesses today. The authors focus on the core element that is clearly absent from many new internet ventures, namely "Deep Branding". Their heat and pressure methaphor is powerful in its simplicity and it has wider applications to brands in general (not just those on the internet). The book's guidelines for ensuring a lasting brand are certain to ensure that "Deep Branding on the Internet" will be a lasting book too!

2 of 2 people found the following review helpful:

5.0 out of 5 stars The most honest assessment of the DOT COM business situation, December 15, 2000

By 

siler black (Palo Alto Ca) - See all my reviews

This review is from: Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand (Hardcover)

As a IT consultant, I get to read my fair share of pundits claiming the .com business model will replace today's brick and mortar system. Braunstein and Levoon have written an excellent book which challenges the .com business model and asks valid questions. It is a pity that the entrepreneurs who started companies like Highwired.com, Hotoffice.com, Hardcloud.com etc.. didn't read this book prior to their own launchings. Braunstein and Levoon anticipated the .com collapse and create new and interesting conceptual models to better understand the true nature of Brands and how they must translate to the Internet.

Bravo. A must read for academics and Internet industry types