What BrandDigital is about

You read it here first (if you haven't already read BrandDigital, the new book by Allen Adamson). The incredible acceleration in digital technology over the past few years has not changed the rules of building a powerful brand. Rather, the proliferation of digital tools and tactics has magnified everything marketers know to be true about creating and managing great brands.

• We know that gaining significant insight about what consumers think and feel is essential to smart branding. Digital technology magnifies what consumers are saying about brands. More than this, it enables us to see what they're actually doing. Digital tools allow us to monitor consumer behavior.
• We know that establishing something that differentiates our brands from others in the category in a relevant way is essential to smart branding. Digital technology enables us to see very clearly what the competition's up to, how and why consumers compare one brand to another and how our brands stand up.
• We know that delivering on a brand promise is essential to smart branding. Digital technology allows consumers to let the world know in an instant whether (or not) a brand has met their expectations. Digital tools let them magnify, amplify and share their opinions.
• We know that creating branded experiences that are engaging, creative and memorable is essential to smart branding. Digital technology is inherently interactive, thereby making it possible to engage consumers in more memorable and compelling ways than ever before.

BrandDigital is about all the simple ways smart marketers are using digital technology to do smart branding. It's an easy read, an interesting read and a useful read, chock-full of practical examples and first-hand stories from companies including Nikon, Ameriprise, Pepsi, Hewlett-Packard, General Mills, Procter & Gamble, BMW, Nike and Verizon. BrandDigital is about how powerful brands use digital technology to their advantage, and for their customers' benefit. Take a look at what some of the best and brightest branding professionals have said about the book by clicking on reviews, or learn more by clicking on some of the case histories. If you'd like to buy a copy, click here. And, if you'd like to weigh in with your own review, send it via the BrandDigital.com review submission page.