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Since the publication of his previous best-selling title, BrandSimple, Allen P. Adamson has studied and worked with companies as they've experimented with and integrated digital initiatives into their branding mix. In his new book, BrandDigtial, he clearly demonstrates that in an environment where everything is transparent, brand professionals have unprecedented opportunities to learn more about their customers, and to deliver brand experiences that meet customer expectations better than ever before. Based on over 100 interviews with leaders in both the branding and digital technology industries, Adamson drives home his point by using case studies and first-hand, in-market examples from companies including Hewlett-Packard, Johnson a Johnson, Procter a Gamble, Nike, Ameriprise, Burger King, PepsiCo, and General Mills. Along with putting into proper context the role Google, YouTube, Second Life, social media, and blogs play in the branding process, Adamson shows how the best companies are taking advantage of evolving digital technology and its associated behavior to build stronger bonds with their customers and stronger, more responsive brands.If Comcast were to provide excellent customer service, the rewards would far exceed the cost. ... In fact, in 2008, the giant cable company hired Frank Eliason, whose official title is director of digital care, to reach out and tweet ... Eliason discovered that by scanning the digital networks for the word aquot;Comcastaquot; he could find users of Twitter who mentioned in tweets that they were having service problems.

Author:Allen P. Adamson
Publisher:Palgrave Macmillan - 2008-08-19


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