Firebrands: Building Brand Loyalty in the Internet Age

Book Description

This book explains digital branding and how to implement it in the current marketplace.

Download Description

This book explains digital branding and how to implement it in the current marketplace.

Customer Reviews:

DOUG MILLSTIEN IS OUT OF THIS WORLD .......2007-08-07

This person cant write if his life depended on it, i read it and now used it for a door stop. I wouldnt recommend this to anyone. I might use it if hes lucky for my son to sit on at the dinner table.

Setting your brand on fire........2001-06-09

There are so many books on the market that discuss the concept of 'brand' from so many different points of view, that it's difficult to sort out the good from the bad. This is one of the good ones.

Moon and Millison define the basic concepts around brand. They explain in clear buzzword-light language what influences the growth and positioning of a brand. Finally, they provide ample and well-explained pointers to further reading to help understand some of their basic ideas more clearly.

As a consultant working for a systems integrator, one of the things that impressed me the most was the focus on execution. Many books about branding seem to imply that the technical details are irrelevant to brand success, but _Firebrands_ makes the point that a relationship with a customer only has brand value when supported by appropriate policies, training, and technical infrastructure. This is a message that can't be, IMO, repeated often enough.

Well worth the time to read.

my review.......2001-03-08

I have read Firebrands and found it extremely useful. As a systems integrator in St. Louis, I have used this book to help my clients understand the importance of a technical infrastructure in building a vibrant brand.... Mind you, this is not a 60 second brand manager book.

Not Hype! A System for Reality...and innovation........2001-03-05

Firebr@nds is not a bedside book, it's a cookbook, a tool for being AT CAUSE when it comes to building successful, powerful communications for the internet.

As a Technology Interface Architect , the building of brand into the interaction of the product is vital to it's success.

My clients over the past 12 years have been besieged by what appears to them this mysterious thing out there that will grow over some process, that we will somehow invoke, and it will be successful if the powers that be are on our side.

This book makes it all very clear, while eliciting sympathy for all of us who have built brands. A genuine appreciation for its complexity is gained as you read a systemization of brandbuilding in Firebr@ands.

Moon has given us a thorough and deep taxonomy for building the brand from many different pragmatic angles. The dramatic distinctions in language make it easy to use the language as a tool in any company when it comes to educating organizations in building brand.

This is a book that I will return to over and over again as I help my clients grow their products into the future. It was a very brave, and necessary book to write. BRAVO!!!!

Beyond the Frontiers - A genetic approach to the Brand.......2001-03-01

As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".

The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.

What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.

Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".

As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.

Book Description

The rapid evolution of digital photography and the ease of distribution over the Internet has transformed the photo industry. Everything from marketing and sales to competitive pricing and job security has been affected. And now that the flood gates have come down, everyone from semi-pros to amateurs to the common consumer affects how business is done, whether it's pricing, assignments, or just getting your photos seen by potential buyers. In a market once dominated by agencies and seasoned professionals, succeeding in today's industry demands a fresh new approach. For those who are just starting out or those who are established photographers trying to compete more effectively in a changing market, Dan Heller's book Profitable Photography in the Digital Age provides a new and progressive approach to understanding and succeeding in the photography business in today's market. It will help established photographers find new strategies for diversifying revenue streams and adding nontraditional sources of income. For serious amateurs, this book explores realistic perspectives on what to expect and how to gauge their aptitudes for making it in this highly competitive arena. Profitable Photography in the Digital Age shows how photography is more accessible than ever to the average person, even though making money with photography can be more challenging. It also offers new ways of teaching (and learning) the basics of the photo industry apart from just making an impressive portfolio or reaching the right art director. It outlines some of the available paths to success, examines the methods available and provides the analysis on which methods achieve the desired results. While there is heavy competition, many new opportunities have opened up and more buyers are entering the field. "The digital era isn't just about making great websites or being great at photoshop," says Heller. "One must be able to work within that and many other mediums to broaden one's reach and market segments. What's more," he says, "the buyer's perception of images and the culture of the business has also taken an abrupt turn that isn't as accommodating to the traditional models as it once was." By following Heller's strategies and integrating the concepts presented in Profitable Photography in the Digital Age, anyone who wants to have a career in the photo industry will have the tools he or she needs to succeed.

Customer Reviews:

A good dose of reality.......2007-08-12

The best book on the Photography business to date. It may be hard for some to swallow, but sometimes when you are forced to look in the mirror and evaluate the decisions you have made in your life and career, it's easy to criticize the one forcing you to do so. Dan has written a book that should be a classic for anyone even thinking about making money from photography at any level, be it just an amateur wanting to make a few bucks to support his equipment habit, or the serious photography looking to make a true career in the business. A must read for the new and the seasoned.

Profitable Photography is tough to get through.......2007-07-18

While this book was intended to be directed to photographers, I feel it is firstly just another sales book. The jargon and hairsplitting discussion on career direction and the importance of branding your product had a few nuggets of helpful information, nonetheless finding a way to apply it to my needs was a stretch.

yet another chatty "how to" book.......2007-03-18

I was all excited after reading about him on-line and I had the impression this would truly be an insightful book. Well, he talks a lot, most of it common sense. I'm pretty disappointed by it.

Just the Facts........2007-01-12

It's what you need to know. The good, the bad, and the ugly truths about the photography business. If you only want to buy one book on this topic, this is it.

Very well written book.......2007-01-12

I thoughly enjoyed reading this book. It has very up to date info about the internet. I also thought he covered many topics like business types, stock agencies, and webpages better than other books I have read. Highly recommend this book to anyone wanting to go into stock photography business. This book mainly deals with stock photography business, not other types of businesses.

Marketing in the In-Between: A Post-Modern Turn on Madison Avenue

Average customer rating:

Rebecca Nailed It
Big Thoughts on Marketing

Marketing in the In-Between: A Post-Modern Turn on Madison Avenue
Len Ellis
Manufacturer: BookSurge Publishing
ProductGroup: Book
Binding: Paperback

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ASIN: 1419646753
Release Date: 2006-12-12

Product Description

Marketing in the early 21st century is dominated by two approaches, neither of which is visible to the naked eye: the use of data to define and shape human affairs into machine-readable form and the effort to create and sustain ongoing two-way relationships with customers. The former is one way human life is being subjugated to the regime of the machine; the latter is one way the individual may one day emerge from within the datascape. A post-modern perspective is used to reveal both the "kaleidoroscope" of data and the "raw immaterials" of relationships in two companion essays.

Customer Reviews:

Rebecca Nailed It.......2007-03-18

Rebecca's review is spot-on. I could read this book several times and get something new out of it each time. Ellis succinctly captures the changes in consumer-marketer interaction and the new 21st century value exchange and does a great job of putting it in historical and philosophical context.

Big Thoughts on Marketing .......2007-03-09

Most books on business (particularly those by self-proclaimed "gurus") seize on a single idea. With terrier-like tenacity they explain it, illustrate it, present case studies of it, then explain it yet again, until a readers feels she's entered some sort of textual version of "Groundhog's Day."

"Marketing in the In-Between," takes the opposite approach. It packs so many clusters of thought, ideas, revelations and connections on every page, the reader will need to repeatedly dip in to glean all the thoughts. It challenges readers to truly ponder and to question the basic precepts and practices upon which marketing is based.

StrADegy: Advertising in the Digital Age

Average customer rating:

The future is here now, just unevenly distributed
A welcomed premonition from an obvious futurist.
A Must Read

StrADegy: Advertising in the Digital Age
Steven J. Fredericks
Manufacturer: TNS Media Intelligence
ProductGroup: Book
Binding: Hardcover

ASIN: 0978863003

Product Description

Today, technology permeates every aspect of life. Consumers depend on Blackberry, GPS Navigation, TiVo and online community networks; as the latest technological developments and trends quickly become permanent fixtures as the new normal. Every facet of our lives is being upgraded to a new-and-improved, digital version of its former self, and the pace of these upgrades is accelerating dramatically. As audience fragmentation continues to increase, no communication platform is sheltered. These outlets are evolving, converging and developing synergy, and the opportunities are limitless for a brand to link between communication outlets. As President and Chief Executive Officer of TNS Media Intelligence, the leading provider of competitive advertising information, Dr. Steven Fredericks reaches out to the advertising community, media companies and marketing professionals about navigating through the digital transformation to communicate with an empowered, evolved consumer. Leveraging his extensive background leading digital technology companies, and his current role at TNS Media Intelligence, Fredericks analyzes the digital transformation, describes the preceding events, details the industry implications and specifies the means with which to develop strategies that contend with the medias rapidly changing landscape. Through examples and personal research, Fredericks presents unique insight into how major industry sectors are examining their advertising strategies, the explosion and impact of political advertising, and how law and order in the advertising industry will be challenged during this transition. In a world of change, Fredericks outlines his vision of what the future may hold for the advertising industry. StrADegy: Advertising in the Digital Age is a call to action to embrace the current juncture and to adjust traditional practices to complement the reality of a changing industry.

Customer Reviews:

The future is here now, just unevenly distributed.......2007-06-20

"StrADegy" presents the clearest view of the digital transformation and what it means to the advertising industry. The changes that are underway and the impact these changes will have on the way we consume media are clearly outlined. More than one man's opinion, it contains deeply researched relevant points of view from leading thinkers, both past and present. The fundamental concepts of consumer empowerment, the independence of advertising from program content and the reality of highly targeted messages are already taking root and the logical course is forcefully presented. This book is easy and enjoyable to read, but the transformation that is outlined will be anything but easy and enjoyable for the advertising industry. A must read for anyone working in the media or advertising industries.

A welcomed premonition from an obvious futurist........2007-04-17

Steve clearly describes how digital transformations pose a threat and an advantage to those in the advertisement industry. The shift in legacy advertising specifically narrowcasting/pointcasting, converging technologies, diverse distributed ad sources, interactivity, ad avoidance, and the increasing multitude of rendering mediums that present audio, video, text, and interactive ad content will present technological, methodological, logistical and financial surprises that you need to be aware of. Currently, players in the ad industry are begrudgingly active participants in this transformation. So read the book carefully and decide whether you want to have an advantage or simply be a casualty.

A Must Read.......2007-04-14

A thoughtful and very provocotive look at the future of advertising- a must read for anyone associated in the indusry or thinking of entering the industry.

Niche Envy: Marketing Discrimination in the Digital Age

Average customer rating:

Insights Into The Privacy-Marketing Axis

Niche Envy: Marketing Discrimination in the Digital Age
Joseph Turow
Manufacturer: The MIT Press
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

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ASIN: 0262201658

Book Description

We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted--to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history--or even by race, gender, and political opinions--what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life?

Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing--pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

Customer Reviews:

Insights Into The Privacy-Marketing Axis.......2006-09-20

A provocative look at how the technologies of the Internet are being used as a testbed for the next generation of marketing messages, migrating away from the mass market model toward a model of market segmentation and discrimination. Building upon research that he and others have been conducting at UPenn's Annenberg Center, Turow describes how advertising has turned from mass promotion toward the strategies of direct marketing, product placement and public relations, enabled by new media and information technologies and justified by the industry's sense that these technologies have overly empowered the consumer to avoid their conventional messages. In the face of DVRs, remote controls, etc., marketers have decided that the tying of direct marketing messages to increasingly intrusive data collecting and mining methods is the wave of the future. Moreover, this is not an Internet-only problem. Turow points out that these technique are only being tested on the Internet; they are migrating to (digital) television and conventional retail outlets.

Turow suggests that all this really will lead to is a kind of deception death spiral --- consumers will lie about their personal information to gain access to marketing offers that they would otherwise not get (frequent flier programs, for example) while marketers will become increasingly intrusive as they seek the "truth" about their customers.

The book's weaknesses emerge in the closing chapter, where Turow tries to outline a set of policy objectives to remedy this problem. Unfortunately, his primary instruments are those of consumer education and media labeling; good ideas, but probably unworkable in this environment. The resolution of this problem lies deeper than just refining the mechanisms and instruments of marketing. We have to confront some of the fundamental inconsistencies in our notions of the role of media and information, and in our economic models for sustaining them.

Despite the weaknesses of his remedies, overall this is a vitally important look at what's going on "behind the curtain" of our evolving retail and media environments, and I highly recommend it.

Value Creation and Branding in Television's Digital Age

Average customer rating:

A must for understanding the future of television
A concise and clearly-written analysis.
Explosive! This guy knows what's going on!

Value Creation and Branding in Television's Digital Age
Timothy M. Todreas
Manufacturer: Quorum Books
ProductGroup: Book
Binding: Hardcover

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ASIN: 1567202721

Book Description

Until recently, profit in the television industry went to the owners of the conduit, the distributors of content. As the industry enters the digital age, the distribution bottleneck will disappear and be replaced by the content creators themselves. This book explains patterns of profitability from the golden age of television to the emerging digital age. Television today is not just 500 channels: it is countless millions of hours of programming stored on video servers around the world. For media companies wanting to create value in this new era, including the major networks, digital branding is key. Just as consumers manage to make their way in 30 seconds through a 100-foot aisle jammed with hundreds of boxes of cereal by reaching for a box of whatever name brand product they know and love, viewers will also navigate through the "vast wasteland" of content by returning to their favorite digital brand. This book provides detailed historical data, financial models, and informed discussion of profitability trends in the industry. It offers a framework for understanding and predicting profitability and describes the nature of branding as it applies to the television industry. It shows how a handful of dominant brands will emerge as sought-after organizers of content. Investors, industry consultants and executives, policy makers, students and academics will all find this book fascinating and informative.

Customer Reviews:

A must for understanding the future of television.......2001-01-17

Having spent much of my career in the television industry I found this book fascinating. I would be surprised if it did not, over time, become a secret playbook for those in the industry interested in getting a leg up on their competition -- or at least in understanding what the future holds. My only minor complaint is that some of the forays into high-level MBA-type analysis were hard to follow for someone without a background in economics. Yet those occasions were rare (two actually) and did not detract much from this otherwise thought provoking and well written book.

A concise and clearly-written analysis........1999-11-02

Mr. Todreas brilliantly slices through the mountain of speculative bunk written about convergent media. The author concisely argues that value in the Digital Television Era will shift from distributors to certain branded content creators and established packagers. Supported by easy to read tables and a relaxed writing style, Mr. Todreas scores solid hits up and down his analysis.

I recommend that all television and media professionals, as well as consultants, read VALUE CREATION to better understand their opportunities as we begin to break free of the distribution bottlenecks of the Cable Era.

Explosive! This guy knows what's going on!.......1999-10-27

I normally choose books written by well-known authors. Timothy M. Todreas is not one of them.

What made me buy this book was the title, and its content: Just as mp3 and the Internet have revolutionized music and information, digital television will revolutionize the whole TV experience as well as the industry.

This book held me captive from page one to the end, because it holds the answers to so many questions in my line of work, which is a consultancy services for digital television!

Amazon.com

If branding and e-commerce have become two of the most overused terms in the contemporary business lexicon, it's only because the concepts behind them are as essential to modern corporate survival as any others in today's commercial bag of tricks. Branding @ the Digital Age, edited by Herbert Meyers and Richard Gerstman, looks beneath the clichés to show how these key processes can successfully intersect in the real world right now by presenting a dozen knowledgeable essays from individuals who concentrate daily on specific aspects of their ongoing convergence. The incisive articles include David B. Green of McDonald's International on shaping an image that is consistent both in-person and online; RedEnvelope Gifts Online's Hilary Bilings on developing long-term vision and long-range loyalty for Web brands; Vivienne Lee Bechtold of Procter & Gamble on the Internet and package goods; Greenfield Online's Rudy Nadilo on the benefits (and cautions) of online research; David Burwick of Pepsi-Cola North America on "interfacing with the consumer"; and Markforce Associates' Allan Poulter and Bird & Bird's Morag MacDonald on the legal aspects of online identity. A final piece, by Robert J. Herbold of Microsoft, looks toward "e-biz in the new millennium." Recommended. --Howard Rothman

Book Description

The advent of the Internet and other new digital technologies means that companies-be they virtual or traditional bricks-and-mortar-must develop a successful strategy for presenting compelling brands in the virtual world. Drawing on their experience with Interbrand, the world's largest branding consultancy, and including chapters by branding experts from such companies as Pepsi-Cola, Procter amp; Gamble, and Hewlett Packard, the authors focus on the strategic role of e-branding. Practical, tested, and designed for companies in any industry, this book presents a lively look at creating and sustaining e-brands beyond the current dot-com fizzle.

Re-Engineering the Photo Studio: Bringing Your Studio into the Digital Age

Average customer rating:

Very good book for advanced amature photograpers and up
Excellent, well-designed guide for the professional

Re-Engineering the Photo Studio: Bringing Your Studio into the Digital Age
Joe Farace
Manufacturer: Allworth Press
ProductGroup: Book
Binding: Paperback

Darkroom & Processing | Photography | Arts & Photography | Subjects | Books

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Book Description

Re-Engineering the Photo Studio shows photographers of all specialties how to use digital technology to upgrade their studios into competitive, self-sufficient operations, heighten the quality of their images, and increase profits. It tackles the hottest issues facing photographers today: how to get ahead of the fast-breaking changes in the business, provide customers with the most up-to-date services, and prepare for the technological advances of the future.

Equally designed for beginner, intermediate, and advanced computer users, the book explores every aspect of the transition from silver-based photography to digital imaging, including: image acquisition and conversion; enhancement, and output; buying or upgrading a computer for digital imaging; integrating new hard- and software into both creative and business operations; shopping for a digital camera; methods for recording and storing images; creating a business plan; developing a lucrative Internet marketing strategy.

Chapters cover resolution, scanners, Photo CD access, digital test prints, Web-ready images, file translation and conversion, removable media, pricing, digital delivery, and much more. The appendices contain tips for setting up a home-based studio, a glossary of digital imaging terms, and a complete listing of the companies mentioned, their addresses, and helpful Internet and Web locations. Re-Engineering the Photo Studio equips all photographers with the information and tools they need to maximize efficiency and profitability by bringing both their art and their business into the digital age.

Customer Reviews:

Very good book for advanced amature photograpers and up.......1999-05-11

Very good book not only for top PRO, but for hobby photographers too (with experience of course). Very little of "water" and a lot of valuable information. Recommend for people who want to go DIGITAL in photography. By it now while it almoast up-to-date.

Excellent, well-designed guide for the professional.......1998-11-23

Highly recommended! For the professional as well as the semi-professional, this beautifully printed guide tells how to adapt and make a living in the new arena of digital imaging. It includes expert, detailed advice on how to work in this new medium, how to market your work electronically, and how to use the internet to your advantage. Good books on digital imaging are hard to find; this one is great!

Global Marketing for the Digital Age: Globalize Your Business with Digital and Online Technology

Average customer rating:

Dated and disappointing
More global marketing than "digital marketing"

Global Marketing for the Digital Age: Globalize Your Business with Digital and Online Technology
Bill Bishop
ProductGroup: Book
Binding: Paperback
ASIN: B000HWYJWQ

Customer Reviews:

Dated and disappointing.......2001-02-13

This book promises to teach you how to "Globalize your business with digital and online technology". Unfortunately the book was first published in 1998, so the information is at least four years old. Furthermore, the author is much too pedantic for my tastes. (He begins chapter 1 : "In the eigth century B.C., when Homer wrote the The Odyssey ...).

If you are interested in expanding to international markets via the Internet, this book is unlikely to help.

More global marketing than "digital marketing".......1998-07-30

I was looking for a book that would help me understand what I needed to both consider and execute in order to sell internationally on the internet.

The book helps somewhat with what to consider - having some good rankings of countries and their relative abilities to accept/use the internet and internet based purchasing. However, the book doesn't really tell me how to sell; fulfill orders, manage exports/imports at the nitty-gritty level that I need.

I know there are many anecdotal accounts of the buying habits of individuals in different countries that might help me avoid some pitfalls in marketing to them. I found very few of those in this text.

The text is at a very high level. It provides a framework for thinking about marketing globally. However, aside from the country rankings, I found the actual content to be somewhat superficial.

Another book that takes a more nuts and bolts approach is "How to build a Successful International Web Site" by ! Mark Bishop. However, that is at a very rudimentary level as well. Another text designed to help you sell on the internet is "Selling on the Internet" by Gonyea and Gonyea. This has a helpful "Storefront Planning Worksheet" that helps organize the development.

Book Description

"Ten years from now Bill Bishop will be seen as someone who opened the doors to the digital marketing for thousands of entrepreneurs." -- Dan Sullivan, President The Strategic Coach, Chicago "The digital domain is quickly becoming one of the world's great--if not the greatest--marketplaces, and Bill Bishop has laid out a comprehensive and comprehensible set of maps and tools on how to get there successfully." -- John Tevlin, President CN Tower, Toronto "This is not just another 'techie' book about using the Internet and World Wide Web. In an immensely practical style, Mr. Bishop shows us how to adapt the changes brought about by the new technology and, even more importantly, how to embrace an entirely new way of thinking about marketing and sales strategy." -- Bonnie Schaefer, Marketing Manager Boehringer-Ingelhiem, NOBL Labs, Sioux Center, Iowa "With clarity, simplicity, and humor, Bishop offers a comprehensive 'how-to' guide for marketing in the Digital Age. Whether you are developing a digital marketing capability or upgrading an existing one, this book is a must! -- D.A. (Sandy) Somers, President Canada Bread, Toronto "A road map through the new technology-driven business environment, Bishop's insights and strategies add value to relationships with clients and strategic business partners." -- Jerry Kalish, President National Benefit Services, Inc., and Harvest Group, Inc., Chicago "Unmatched insights into the impact digital technology is having on all of marketing--research, development, sales, customer service . . . PLUS . . . a powerful strategy for putting those insights to work. I recommend this book to every marketing executive in every type of business." -- Steve Sills, Manager of Industry Marketing Communications J.D. Edwards, Denver

Customer Reviews:

A very practical book that takes away the mystery.......1999-03-30

For people who are intrigued by the current trends in marketing, particularly cybermarketing, and need a primer on all facets of digital marketing, this is a book that explains every element in a very readable format. The chapter on terminology and current technology is worth the price of the book alone. Most importantly, the book puts marketing on the internet into a broader context. Many books on marketing claim to take a strategic perspective but the reality is far removed from the claim. This book is strategic in its focus and it is one that I will dip back into frequently. Very much recommended for consultants and Marketing Managers.

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