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Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing Hardcover – November 11, 2014

3.6 out of 5 stars 34 ratings

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Editorial Reviews

Review

Twitter Is Not a Strategy takes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda.” ―Inc. Magazine’s list of “11 Great Business Books to Read Right Now"

“A rallying cry for the advertising industry to refocus on actual brands.” ―Women's Wear Daily

“The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing.” ―Berlin School of Creative Leadership

“[A] thoughtful…business guide [with a] spot-on premise…and nuggets of fresh wisdom sprinkled throughout.” ―Publishers Weekly

“Facebook, Twitter and other social media have changed everything about marketing, but good branding requires more than "likes," tweets and cat GIFs, according to Tom Doctoroff, author of the highly anticipated upcoming title Twitter is Not a Strategy.” ―TheStreet.com's #1 Pick for "Best Business Books Coming Out This Week

“With insight and energy, Doctoroff…takes on the daunting task of explaining the Chinese character… This in-depth, lively précis of modern-day China is an invaluable guide to anyone hoping to do business in the fast-growing Eastern market.” ―Publishers Weekly on What Chinese Want

“A primer on Chinese consumers [with] each paragraph delivering a takeaway pearl of wisdom… A no-nonsense book by an enlightened capitalist.” ―Kirkus Reviews on What Chinese Want

“Doctoroff offers his readers practical advice as well as examples of successful marketing campaigns in China…An essential read.” ―Library Journal on What Chinese Want

“Mr. Doctoroff's book sheds much-needed light on the differences between Chinese and Western cultural preferences, and should be of interest to businessmen and general readers alike. Most importantly, his observations should help multinational companies understand their target audience, and enable them to market their brands more effectively to China's hungry consumers.” ―The Wall Street Journal on Billions

From the Inside Flap

In our tech-driven world, marketers and brand managers must race to keep up. With the demands of mobile, social, and "big data" ever-present, it's easy to lose track of the core principles that make for great advertising in any medium. Here, Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that new-media cleverness is no guarantee of meaningful consumer connection--and in fact, if used ineffectively, it can actually prevent brands from attaining their true potential. Challenging the industry wisdom, he dismantles the imagined barriers between traditional branding and "digital" branding, reminding us that the most effective marketing starts with a great brand idea and stays true to that promise, regardless of the platform. It doesn't matter how people find you, Doctoroff warns--if they aren't engaged when they get there, they won't stick around.

Citing the most compelling recent campaigns, including Axe and Uniqlo, as well as masterful re-inventions like Nike and Coca-Cola, Doctoroff shows how the best brands seamlessly integrate old and new--but never rely on digital flash to make up for message substance. Armed with their examples, marketers everywhere can stop fearing the flood of data and put their focus back where it belongs--on the consumer.

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Customer reviews

3.6 out of 5 stars
3.6 out of 5
34 customer ratings
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Reviewed in the United States on June 12, 2015
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Reviewed in the United States on November 11, 2014
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Reviewed in the United States on December 15, 2014
Reviewed in the United States on November 25, 2014
Reviewed in the United States on November 11, 2014
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3.0 out of 5 stars Three Stars
Reviewed in Canada on January 6, 2017
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Scottish Manitou
4.0 out of 5 stars Strangely Mistitled but Full of Wisdom
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Wendy Jones
4.0 out of 5 stars Excellent Branding Book: Nothing to do with twitter
Reviewed in the United Kingdom on October 1, 2014
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butwhatdoiknow
5.0 out of 5 stars Elegantly written book full of great insights
Reviewed in the United Kingdom on May 5, 2016
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Peter Piper
4.0 out of 5 stars Secret Sauce
Reviewed in the United Kingdom on November 20, 2014
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Charlotte
4.0 out of 5 stars Clearly written, refreshingly down to earth, guide to marketing brands in a digital age
Reviewed in the United Kingdom on October 17, 2014
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Mrs. K. A. Wheatley
2.0 out of 5 stars Disappointing
Reviewed in the United Kingdom on November 22, 2014
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A Reviewer
5.0 out of 5 stars Classic brand management, updated for the digital era
Reviewed in the United Kingdom on November 16, 2014
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ShammyB
5.0 out of 5 stars Twitter is only part of the strategy
Reviewed in the United Kingdom on January 12, 2015
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R de Bulat
4.0 out of 5 stars a marketers handbook
Reviewed in the United Kingdom on March 5, 2015
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M. Williams
5.0 out of 5 stars You should read this book if you are involved in any aspect of marketing
Reviewed in the United Kingdom on November 26, 2014
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antom
4.0 out of 5 stars Good overview for marketing newbies
Reviewed in the United Kingdom on December 21, 2014
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The Truth
4.0 out of 5 stars Marketeers take note.
Reviewed in the United Kingdom on October 4, 2014
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TheShopaholic
4.0 out of 5 stars Excellent, feet on the ground marketing book
Reviewed in the United Kingdom on January 29, 2015
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Jago Wells
4.0 out of 5 stars Author, Tom Doctoroff certainly has the credentials to unravel ...
Reviewed in the United Kingdom on November 4, 2014
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