What's BrandDigital About?
Chock full of stories from the front lines of branding, Adamson puts into plain words how the best companies are taking advantage of digital technology and the behavior it generates to build more powerful bonds with their customers and stronger, more positive associations with their brands.
Who Should Read This Book and Why?
Branding professionals who'd like to know more about digital
If you're in a management position in a communications or branding firm but your kids know more about the dynamics of the digital world than you do.
If you're in a management position in a major brand organization and your boss is suggesting (strongly) that you get up to speed on digital tools and tactics.
If you work for a corporate or non-profit organization and you want to know why (and how) your competition is getting more positive coverage in industry blogs than your organization.
If you run your own company and want to know how (and if) Google, YouTube, MySpace, Second Life, and blogs can give you a competitive edge, you should read this book.
Digital professionals who'd like to know more about branding:
If you work as the digital guru in a major corporation but don't know the three most important rules for building a successful brand, you should read this book.
If you helped write the rules for search engine optimization but don't know why the top brands remain the top brands, you should read this book.
If you work for a corporate or non-profit organization and your boss is suggesting (strongly) that your digital tactics are great fun to look at but a great waste of money, you should read this book.
If you work in a brand organization, can navigate Google, MySpace, Second Life, Flickr, Linkedin, and the blogosphere with one thumb tied behind your Blackberry but can't seem to get ahead in your job, you should read this book.
