Firebrands: Building Brand Loyalty in the Internet Age [Hardcover]

Doug Millison (Author), Michael Moon (Author)

Book Description

Series: Computer World It Leaders | Publication Date: August 14, 2000

This book explains digital branding and how to implement it in the current marketplace.

Editorial Reviews

From the Back Cover

Digital Branding and Implementation in Today's Marketplace

. .

The Internet and eCommerce have brought a myriad of changes for both consumers and businesses. Consumers are benefiting from a wide, even overwhelming, number of choices, as well as the convenience of purchasing all kinds of products with the click of a mouse. Companies are faced with increasing levels of pressure to win customers during a short window of time online. That is why creating a strong Web presence and building a trusted, instantly recognizable brand is crucial in today's fast-paced e-marketplace.

. .

Firebrands unveils beginning-to-end strategies for strengthening your company's brand online and building customer loyalty. Focusing on two dozen case studies including IBM, Yahoo!, FedEx, and Amazon.com, and offering an in-depth explanation of digital branding, this insightful book illustrates some of the best practices carried out by today's top online brands. Expert authors Michael Moon and Doug Millison identify and analyze branding successes and failures and provide a roadmap for implementing effective brand strategies. In today's ever-changing digital environment, this book is an invaluable tool for anyone interested in understanding what makes eBusiness work.

About the Author

Michael Moon is the co-founder and president of GISTICS Inc, an internationally renowned research and executive education firm. He and his firm track key developments related to the interactive corporation and its four disciplines: electronic commerce, digital branding, samrt media, and process management. He delivers a series of executive seminars, workshops, and Web-based tele-seminars in North America and abroad and advises major international corporations on strategies for branding, eCommerce, and rapid market entry into technical markets. . . Doug Millison is a freelance writer and editor based in the San Francisco Bay Area. In the early 1990s he helped shape the interactive media designer and developer community as co-founder and editor-in-chief of the pioneering magazine, Morph's Outpost on the Digital Frontier. More recently, he co-authored a best-selling book for Web designers and developers, Creating Killer Web Sites, Second Edition.

Product Details

• Hardcover: 318 pages
• Publisher: McGraw-Hill Osborne Media; 1 edition (August 14, 2000)
• Language: English
• ISBN-10: 0072124490
• ISBN-13: 978-0072124491
• Product Dimensions: 9.1 x 6.1 x 1.3 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (10 customer reviews)
• Amazon Best Sellers Rank: #2,515,124 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars brand or DIE...., October 28, 2000

By 

daniel (Malaysia) - See all my reviews

This review is from: Firebrands: Building Brand Loyalty in the Internet Age (Hardcover)

Being involved in IT consulting exposes me to various approaches when a 'bricks and mortar' wants to go ON-LINE. This book crystalizes my thinking on the methodology of branding. After reading most of the book, I understand the importance of integrating off-line & on-line branding activities for every professional services firm. Either you are on the customer mind or you are another "what's their name?" firm.... Focus on creating a WOW experience for the customer is a must read... I love this book! Read it or regret it later.

4 of 4 people found the following review helpful:

5.0 out of 5 stars Beyond the Frontiers - A genetic approach to the Brand, March 1, 2001

By 

Robert Nuelle Jr (Houston, Texas) - See all my reviews

This review is from: Firebrands: Building Brand Loyalty in the Internet Age (Hardcover)

As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".

The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.

What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.

Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".

As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.

Be warned - this is not a shallow pop-business, executive book of the hour read. This is a genetic level approach to a new mindset. It must be read slowly, deliberately, and with a totally open mind. The graphics are not simply illustrative they are literally a book unto themselves. Read this brandspace atlas one chapter at a time, review the graphics, and with time and reflection you will understand.

8 of 11 people found the following review helpful:

1.0 out of 5 stars don't believe the hype, February 20, 2001

By 

Tulah Finklea - See all my reviews

This review is from: Firebrands: Building Brand Loyalty in the Internet Age (Hardcover)

Michael Moon puts together scores of ultimately meaningless charts (this guy adores power point), tarts up basic brand jargon with John Gray's insufferable Mars and Venus spiel, and ends up with a book that is useful to those who can say things like "mediaspace value chain" and "brand trust network" with a straight face (yeah, my clients are gonna eat that up, evil chuckle). If you're still not convinced, check out how Moon walks the walk with his "firebranded" site, http://firebrands.com/. Stick to the classics by Al Ries and Jack Trout. Branding is still branding, no matter what the medium.