Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology [Hardcover]

Paul Temporal (Author), K. C. Lee (Author)

Book Description

Publication Date: January 12, 2001

"There's branding and there's high-tech branding and the differences are enormous. The authors do a great job in isolating the many important principles of branding in an increasingly high-technology world." Al Ries Chairman, Ries & Ries Co-author, The 11 Immutable Laws of Internet Branding "The internet and e-commerce have inspired phenomenal changes in the business world, but at least one thing has remained constant: the importance of building a strong brand." Ed Zander President, Sun Microsystems, Inc. "Building a strong consumer brand has always been a monumental task. But, never more so than today, with the explosion of technology, innovation and communication. Paul Temporal has taken a pragmatic and credible approach to suggesting how this effort can be tackled, through his reiteration of basic branding principles, to his reliving case studies of companies which point the way forward. Along the way, he reminds us that branding is all about building a long-lasting and meaningful relationship with consumers." Aaron Boey Vice-President, Marketing Philips Consumer Electronics, Asia-Pacific & Middle-East "Paul Temporal and KC Lee offer us a book full of thought-provoking views and case studies relevant to Internet-Age companies. Insightful and informative, this book challenges you to think through every element of your online branding and customer experience. It is a useful read for any executive who is in charge of brand strategy development and management." Jay Sibel Vice-President, Communications and High Technology Practice A.T. Kearney "In the hi-tech age, building and sustaining great brands are even more critical than ever. The strength of the brand is the only differentiator in a world of connected and knowledgeable customers." Steve Ballmer President, Microsoft

Editorial Reviews

From the Inside Flap

Hi-Tech Hi-Touch Branding Whatever business you’re in, branding is of paramount importance. The increasing application of technology in all aspects of business has made the world of branding more complex than ever before. From banking to biotech, cosmetics to cars, home theatres to health foods, developing a good brand strategy is no longer an option, it’s a must. Hi-Tech Hi-Touch Branding outlines steps that every technology-based business must take to develop a brand strategy that not only presents growth opportunities but also fulfills the needs of consumers. It also offers concrete tools for companies to create a successful brand strategy on the Internet. The authors illustrate their techniques with case studies of top global companies with successful brands such as:

• Nokia
• Philips
• Dell
• Hewlett-Packard
• Virgin
• Amazon.com
• etrade.com

This engaging and practical book provides valuable guidelines on how to develop hi-tech corporate marketing and business strategies that give consumers great brand experiences. It is indispensable for companies extending their brand efforts on the Internet and for web entrepreneurs who are looking to create Internet brands.

From the Back Cover

"There’s branding and there’s high-tech branding and the differences are enormous. The authors do a great job in isolating the many important principles of branding in an increasingly high-technology world." Al Ries Chairman, Ries & Ries Co-author, The 11 Immutable Laws of Internet Branding "The internet and e-commerce have inspired phenomenal changes in the business world, but at least one thing has remained constant: the importance of building a strong brand." Ed Zander President, Sun Microsystems, Inc. "Building a strong consumer brand has always been a monumental task. But, never more so than today, with the explosion of technology, innovation and communication. Paul Temporal has taken a pragmatic and credible approach to suggesting how this effort can be tackled, through his reiteration of basic branding principles, to his reliving case studies of companies which point the way forward. Along the way, he reminds us that branding is all about building a long-lasting and meaningful relationship with consumers." Aaron Boey Vice-President, Marketing Philips Consumer Electronics, Asia-Pacific & Middle-East "Paul Temporal and KC Lee offer us a book full of thought-provoking views and case studies relevant to Internet-Age companies. Insightful and informative, this book challenges you to think through every element of your online branding and customer experience. It is a useful read for any executive who is in charge of brand strategy development and management." Jay Sibel Vice-President, Communications and High Technology Practice A.T. Kearney "In the hi-tech age, building and sustaining great brands are even more critical than ever. The strength of the brand is the only differentiator in a world of connected and knowledgeable customers." Steve Ballmer President, Microsoft

See all Editorial Reviews

Product Details

• Hardcover: 250 pages
• Publisher: John Wiley & Sons (January 12, 2001)
• Language: English
• ISBN-10: 0471845965
• ISBN-13: 978-0471845966
• Product Dimensions: 9.3 x 6.3 x 0.8 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #2,523,090 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars How technology affect Brand??, February 25, 2002

By 

Tang Lai Kwan (Hong Kong) - See all my reviews

This review is from: Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology (Hardcover)

No matter which industries you're competing. Branding is one of the most important to substain your business. Nowadays, products and services become homogenous goods in the eyes of customers. Only branding can differentiate in the pool of keen competition. This book studies and analyzes how hi-tech companies can build their brands, positioning, and strategies.
The most useful part in the book is it can instruct you to build Internet Brand with ample cases illustrated.

This book is a must for those who wanna become the winner by brand building in the industry.

2 of 2 people found the following review helpful:

1.0 out of 5 stars As bad as my term papers in college, November 23, 2003

By 

Carpal Diem (Boston, MA) - See all my reviews

This review is from: Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology (Hardcover)

I work for a high-tech software company and was hoping to find something to help me with software branding. Unfortunately, this book reads like one of my term papers in college - the ones I used to write the night before the exam. If you need an overview of high-tech branding, don't waste your cash. The book is full of examples from Asian companies in the middle of the dot-com gold rush. For today's environment I would recommend timeless classics like "Crossing the Chasm" (although, granted, there is no brand talk there).

1 of 1 people found the following review helpful:

3.0 out of 5 stars Starts off great..., April 4, 2006

By 

Marketron "Ad/Ma/PR" (Clearwater, FL) - See all my reviews

This review is from: Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology (Hardcover)

I have just finished reading this book. It thought it started off great. the first chapter had me pumped up and ready to rock! But as I got into the book more, I lost that intensity, mostly due to the very dated content of the book. It focuses on data available in 2001. In my opinion, too much has changed since then to make this a great book. It has historical value and a wider-than-average geographical appeal, but many of the examples are outdated (some of the GREAT companies used as examples, don't even exist anymore). This book needs an update badly.