BrandDigital
Simple Ways Top Brands Succeed in the Digital World
Allen P. Adamson, managing director Landor* and author of BrandSimple: How the Best Brands Keep it Simple and Succeed, demonstrates how leading brands are embracing digital technology while staying true to basic branding principles. David Kirkpatrick, senior editor of Internet and technology for FORTUNE Magazine, provides the foreword.
Based on over 100 interviews with top branding executives, Adamson provides an insightful portrait of how new digital developments are helping marketers better build and manage their brands, and why it’s more important than ever for marketers to remember the most basic principles of building a powerful brand: to gain significant insights about consumers, and to establish a simple and compelling brand promise.
“BrandDigital is an excellent handbook for the twenty-first century brand manager. It is a modern world view still true to time-honored, immutable brand management concepts.”
-Russ Klein, President Global Marketing, Strategy, Innovation, Burger King
“This is one of the most enjoyable, behind-the-scenes discussions of the best lessons in digital marketing. Readers can immediately take advantage of what is revealed here. Some of the best, most sage advice on the subject.”
-Gary Elliott, Vice President Corporate and Brand Marketing, Hewlett-Packard
BrandDigital: Simple Ways Top Brands Succeed in the Digital World is published by Palgrave MacMillan and is available in print and e-reader format. In addition to the book, a content-rich site also launched. At BrandDigital.com, you can read new interviews with market leaders embracing digital technologies, view a calendar of Adamson’s upcoming events, access a lexicon of terms, and link to Adamson and Kirkpatrick’s blogs and profiles on sites like Facebook and LinkedIn.
*Landor is part of Young & Rubicam Brands.