Customer Reviews

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

5 star:		(6)
4 star:		(2)
3 star:		(2)
2 star:		(0)
1 star:		(1)

 

 

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.

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!

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

As a senior executive for a well known .com, I found this book well read and full of useful examples of past mistakes made along the way by Internet companies being run by headstrong MBA types with little if any real world business experience. Marc Braunstein obviously wrote the lionshare of the book as his wit and candor are what makes this book not only pleasurable, bit also a very valuable and timely expose on the economic environment surrounding the Internet generation. Firebrand is lucky to have such a talented man working for them. Bravo to Firebrand.

Anyone who thinks that the internet is less demanding of the brand, product manager or smaller product company is doomed to failure. I have read this book a couple of times and it really nails down the needed disciplines for making your brand rock in this new channel. Clear and easy to read. Make sure you don't leave on your next plane ride without it.

I'm sure that this book was helpful 10 years ago when people were trying to figure out if the web was going to be a viable sales venue but not so much anymore. This isn't to say anything about the writing or information quality, just the timeliness of it.

I love this book. Braunstein predicts the collapse of the Dot-Com boom almost to the exact day! His writing style reminds me of Thomas Marlowe or even James Joyce. A literary masterpiece and a delightfully humorous book.

I agree with fatmanur. This is generally well done, but not exactly groundbreaking.

Like a good solid marriage, this book is based on truths and honesty. Don't cheat your .com company...buy a few copies and share them with your employees or give them to the people that once worked for .coms and are looking for new jobs. A great read.

I happened upon this book completely by accident. I was in Miami attending a sales conference and picked up the book after thumbing through the pages for a brief minute. Braunstein and Levine have assembled the best tool thus far for Internet strategists. These two gentlemen will surely be a business literary team for the ages. A teriffic read that doesn't cheat the reader. Braunstein and Levine shed light on the myths of Internet marketing and make it all so very simple. I will be on the look out for their next collaboration.