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

When promoting on the Internet, a personal approach is ideal. Although glitzy advertising may still work in the offline world, when people go online, they don't connect with logos, theme songs, or mission statements. They connect with people. And when lots of people know who you are and what you stand for, you are in an incredible position to better your life and profit from your notoriety. That's the essence of the brand called YOU.

This book gives you the essential tips and tools to effectively create a brand name for yourself and use the Internet to tell the world about it. You'll discover: *What personal branding is, why you need it, and how to use it to further your goals *The best ways to determine the perfect brand image and the methods for hammering home that image so it makes the most impact in the least amount of time *Effective online and offline strategies for branding your image and identity onto the computer screens and into the consciousness of the masses

You may be asking, “Why do I need to brand myself online? How does it benefit me?” The answer is that branding allows you to take control of your online identity and influence the impression that people have of you, which helps you accomplish the following objectives: *Establish yourself as an expert in your field *Connect with like-minded people on a large scale *Focus your energies on feeding your life's purpose *Build a solid reputation within your industry *Become self-employed doing something you enjoy (or gain credibility and be in a better position to land the job you really want) *Increase your notoriety and improve your perceived value in the marketplace *Develop your circle of influence within a business niche *Earn praise and recognition from a growing number of people who embrace your message *Become a celebrity in your chosen field

If you're an artist, branding helps you connect your name with your technique and attract more (and more paying) fans. If you're a Web designer, branding allows you to mix your attitude and distinct perspective with your technical skills so more people hire you. If you're a writer, branding paves the way to reaching a loyal readership without having to kiss the, err…feet of a major publisher.

Poor Richard's Branding Yourself Online not only explains why you will benefit from establishing a personal brand; it also explains how you determine your brand identity. Here are a few questions to ask yourself: What are your personal strengths and weaknesses? What are you passionate about? What are you knowledgeable about? What solutions do you provide?

Once you have learned how to effectively position yourself, define your focus, and develop a “fan-club mentality,” the author delves into ways of promoting the brand you. You'll find out how to: *Maximize e-mail for brand delivery—there's more to it than just creating a signature file *Design your Web site for brand impact, includes tips on content, design, and interactivity *Exploit the e-zines and Web sites of others *Publish e-books and e-mail newsletters to distribute your message *Brand by networking in mailing lists, discussion forums, message boards, and other online avenues

Throughout the book are examples of people who have successfully branded themselves. Appendix A, “Online Success Stories,” offers a Q&A with some of the most well-known personalities on the Internet. These examples provide insight and inspiration, and illustrate the following: *They build trust by conducting themselves honestly and with integrity. *They are clear about who they are and what they offer; they have a consistent theme. *They use repetition to maintain visibility and create familiarity. *They are available—it is easy to contact them and they respond within a reasonable amount of time. *They touch people by inspiring them, revealing personal experiences, taking a stand on an issue, etc. *They teach people with free articles, resources, and information on their Web site. *They exploit third-party endorsements and awards.

In advertising terms, branding is the image created in the minds of people when they see or hear a name, product, or logo. With all of the competition on the Internet, companies realize the critical importance of corporate branding. They understand that people are more likely to buy from a company they know or recognize. The same holds true for individuals.

The Internet provides an excellent, cost-effective tool to gain recognition, whether you want to become a celebrity or expert in your field, or simply hope to promote a business, idea, or cause.

If you're looking for a book on corporate branding, look elsewhere. If you seek low-cost, high-impact tactics to establish a rock-solid identity for yourself online, this is the resource you need.

Download Description

Personal branding is the process of individuals making themselves known experts?and it is more important than ever in the current economy where individuals move quickly from job to job and industry to industry. This book explains how to use the Internet to quickly and inexpensively become an authority in any chosen field?maintaining a personal Web site, distributing free articles, getting listed in directories and databases, publishing e-mail newsletters, and much more. All who are selling a product or service, looking for a job, or trying to increase their network of contacts will benefit from the Internet branding methods offered here in geek-free language.

Customer Reviews:

Vital reading for success online.......2003-08-15

The Internet offers a lot of "get rich quick" schemes, and advice based on 20th-century advertising techniques. However, what worked in the past century and before the Internet, is not working now. From "Cluetrain" to "Gonzo Marketing," there's ample proof of that.

But, if you're self-employed and/or building your online identity... how do you start? And, if you've been online for awhile but you're somehow missing the boat--or at least your audience--what do you do without a corporate advertising budget and webmaster/advisors to help you?

The answer is simple: You get this book. And read it. I've read Chapter Two at least ten times, and I'm still making notes about what I'm changing on my own website (online since 1995, and boy-oh-boy have I made mistakes! *sigh*).

Baker's books are not for wimps. And, they're not the sitcom version of business, where you spend a few days creating a by-the-numbers clone of others' websites, and then sit back expecting income to flood in like clockwork.

Instead of being a book that you read, say, "Oh, that made some good points," and then put on a shelf to collect dust, this is a book that you'll read, re-read, and keep close to hand. Baker's book is information-packed. There is no way that you'll learn it all in one reading, or even two.

This is easily in the top five books that everyone who is (or wants to be) in business online MUST own. Sure, you can read the sample chapters at Baker's website, or take this book out of the library, but it contains too much important advice for that. And, you'll refer to it often, as well.

Buy this book. Roll up your sleeves and do what he says. It's how to succeed on- and offline, in the 21st century. It's not your parents' business era anymore. Learn the new rules in this book, and give yourself a genuine chance for success.

Baker's information would be cheap at ten times the price; it's already helped me to increase the daily hits at one of my websites from 500/day to over 800/day. And, I'm still on Chapter Three!

Good, good, good!.......2003-06-20

The fact that everyone uses the web in some way or another, this is a good book to have. I am a computer junkie and this book definitely kept my head afloat. But I highly recommend you read "A Branded World" by Michael Levine. This author really knows what he's talking about. The next time a company hands out memos to its employees, make sure "A Branded World" is on the top of the page!

Best book on branding online.......2002-01-17

I haven't made it past chapter 3 and I have already read a wealth of helpful information on branding your business name and branding tools. The author provides a detailed, step-by-step guide to branding and marketing techniques one can use both online and offline. This book is a must read for first-time start-ups and entreprenuers.

Great Book.......2001-08-19

This is a great book for those of you who want to make a name for yourself on-line. Bob has an abundance of ideas to get you started and to keep you going as you explore the ways to market yourself online. Bob has a very witty and humorous way to keep you interested in what he has to say. I think Mr. Baker is on the cutting edge of where the future of online marketing is headed. I highly recommend this book.

Great Book.......2001-08-19

Bob really knows what he is talking about. He gives a lot of wonderful easy to read tips on how to get your name recognized on the web. He is very clever & witty and fun to read. I recommend you get a copy now.

Average customer rating:

A Great Intro to Digital Branding..
Digital Branding rocks
The best of its kind so far

The Art of Digital Branding
Ian Cocoran
Manufacturer: Allworth Press
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books
Similar Items:

ASIN: 1581154887
Release Date: 2007-08-21

Book Description

Here’s the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining traffic flow; adding depth to the Web experience with audio, video, and animation; maximizing site functionality for online shopping or software updates; and much more. Step into the digital age with expert help from The Art of Digital Branding.

Customer Reviews:

A Great Intro to Digital Branding.........2007-09-09

A great read for anyone looking to improve their branded website. This book
breaks down the digital branding process into a number of logical, easy to
understand steps and focuses on what's really important in the eyes of the
consumer. It's also written in a very fluid style so it's also an
entertaining read (not stale and crusty like some business books!). "The Art
of Digital Branding" will be of particular interest to students, General
Managers and Marketers who are looking to improve their knowledge of
branding online. Web designers may also enjoy it, but as it isn't
particularly technically focused they may not find it detailed enough for
their needs.

Digital Branding rocks.......2007-08-24

I am a business adviser and often get asked what constitutes a good website - in future I will just ask people to buy this book. Its an excellent reference for any company that wants to improve it's online image as it nails every concept and explains the likes and dislikes of the average web consumer in detail - including the emotional responses that certain aspects of the website are likely to generate. I also found it humorous and well written - a refreshing change from some of the stuff that's out there.

The best of its kind so far.......2007-08-22

A great book for those looking to understand the basics of online branding. Concepts covered included positioning, segmentation, basic design, technology, charities and online shopping. I've read a number of online marketing books lately, but from a branding perspective this one is the best so far as its casual humour and easy going language make everything easy to understand and it focuses on the real emotional issues that are likley to influence consumers. The "real world examples" are also a big plus, as are the author's references.

Average customer rating:

Branding Online
Keith Drew
Manufacturer: Universe Publishing
ProductGroup: Book
Binding: Paperback

General | Arts & Photography | Subjects | Books

General | Graphic Design | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books
ASIN: 0789307952
Release Date: 2002-10-25

Book Description

This is the first book to explore current brand identity issues on the Web and to survey different aspects of branding, highlighting them with in-depth case studies from the U.K., the US, Europe, and Asia. The book features well-known companies dealing with big brands and smaller agencies that have approached the subject with an innovative style. The case studies contain information, conceptual ideas, and strategic tips that computer enthusiasts, designers, advertising and public relations people, and information distributors will find highly useful in their work.

Average customer rating:

Branding the Web.(brand management online): An article from: Chief Executive (U.S.)
Karen Benezra
Manufacturer: Chief Executive Publishing
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Management | Management & Leadership | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on January 1, 2001. The length of the article is 2349 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Branding the Web.(brand management online)
Author: Karen Benezra
Publication: Chief Executive (U.S.) (Magazine/Journal)
Date: January 1, 2001
Publisher: Chief Executive Publishing
Page: 31

Distributed by Thomson Gale

Average customer rating:

Marc Braunstein is the Nostradamus for the DOT COM BUST
Braunstein and Loveen predicted the calm.down revolution
Eh..
Do Not Even Think About E-Commerce Before Reading This Book
You won't be cheated by this book!!!

Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand
Marc Braunstein , and Edward H. Levine
Manufacturer: Prima Lifestyles
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Book Description

The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. But the Web is certainly no magic bullet, and setting your business apart requires that you understand exactly how the Internet fits in with all the other elements of your company's growth strategy. Inside, two experts reveal their knowledge of how to deepen and profit from brands in the era of the Internet. Using examples of established companies both large and small, Marc Braunstein and Edward H. Levine trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty. In Deep Branding on the Internet, You'll also discover:

How a deep brand can be the ultimate search engine for your business
Why you should ignore online users and focus instead on customers
How smart, multi-channel brandholders should win on the Internet every time
Why the Internet has a low barrier to entry but a high barrier to profit
How the Web can give you more control over channels and markets that are becoming increasingly fragmented
And much more!

Insightful, easy to read, and packed with practical information, Deep Branding on the Internet is a must-have tool that everyone from a Fortune 500 manager to an aspiring small-business owner will want to read, share, and act upon.

Customer Reviews:

Marc Braunstein is the Nostradamus for the DOT COM BUST.......2002-10-15

I love this book. Braunstein predicts the collapse of the Dot-Com boom almost to the exact day! His writing style reminds me of Thomas Marlowe or even James Joyce. A literary masterpiece and a delightfully humorous book.

Braunstein and Loveen predicted the calm.down revolution.......2001-12-04

As a senior executive for a well known .com, I found this book well read and full of useful examples of past mistakes made along the way by Internet companies being run by headstrong MBA types with little if any real world business experience. Marc Braunstein obviously wrote the lionshare of the book as his wit and candor are what makes this book not only pleasurable, bit also a very valuable and timely expose on the economic environment surrounding the Internet generation. Firebrand is lucky to have such a talented man working for them. Bravo to Firebrand.

Eh.........2001-06-27

I agree with fatmanur. This is generally well done, but not exactly groundbreaking.

Do Not Even Think About E-Commerce Before Reading This Book.......2001-04-25

Anyone who thinks that the internet is less demanding of the brand, product manager or smaller product company is doomed to failure. I have read this book a couple of times and it really nails down the needed disciplines for making your brand rock in this new channel. Clear and easy to read. Make sure you don't leave on your next plane ride without it.

You won't be cheated by this book!!!.......2001-03-13

Like a good solid marriage, this book is based on truths and honesty. Don't cheat your .com company...buy a few copies and share them with your employees or give them to the people that once worked for .coms and are looking for new jobs. A great read.

Designing Online Identities: Sucessful Graphic Strategies for Brands on the Web

Average customer rating:

Designing Online Identities: Sucessful Graphic Strategies for Brands on the Web
Clay Andres
Manufacturer: Rockport Publishers
ProductGroup: Book
Binding: Hardcover

General | Arts & Photography | Subjects | Books

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

ASIN: 1564968014

Book Description

Brand-loyalty is the holy grail of business everywhere—and that business is increasingly e-business. What makes an on-line brand strong? What are the potential pitfalls and untapped power sources for designers of on-line brands? How do you translate an existing brand to the world of the Internet? This book gets to the bottom of the secrets of brand design and explores the graphic techniques that help make on-line brands strong. By focusing on graphic identity, and how it contributes to the success of the e-brand, this book makes the point that strong visual identity that is both memorable and establishes a relationship of trust with the consumer results in repeat business. Thus, good graphic design equals good business.

Book Description

Der Domainname ist Schlüssel und Aushängeschild jeder Website. Je durchdachter die Wahl der Domain, um so besser die Kommunikation. Dieses Buch bietet einen Rundum-Service: ausgehend von der Bedeutung eines guten Domain-Namens bis hin zu Suche, Registrierung, Handel, Rechtsfragen und Zukunftsprognosen soll das Bewußtsein für den Domain-Namen als Grundlage von Marketingstrategien im Internet geschärft werden. Das Buch bietet außerdem eine Basis für das Management von Domain-Portfolios und richtet sich an Internetverantwortliche in Unternehmen ebenso wie an Anwälte mit Schwerpunkt Online-Recht.

E-commerce branding solutions. (E-commerce).(Brief Article): An article from: Northern Ontario Business

Average customer rating:

E-commerce branding solutions. (E-commerce).(Brief Article): An article from: Northern Ontario Business

Manufacturer: Laurentian Business Publishing, Inc.
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from Northern Ontario Business, published by Laurentian Business Publishing, Inc. on February 1, 2002. The length of the article is 5859 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: E-commerce branding solutions. (E-commerce).(Brief Article)
Publication: Northern Ontario Business (Magazine/Journal)
Date: February 1, 2002
Publisher: Laurentian Business Publishing, Inc.
Volume: 22 Issue: 4 Page: 14(1)

Article Type: Brief Article

Distributed by Thomson Gale

FMCG Advertising: Facilitate Online Integration to Win Branding Budget

Average customer rating:

FMCG Advertising: Facilitate Online Integration to Win Branding Budget
Julian Smith , and Mark Mulligan
Manufacturer: JupiterResearch
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Book Description

As the Internet becomes increasingly viable for Fast Moving Consumer Goods (FMCG) brand building, due to its expanding reach, usage, and creative capabilities, industry stakeholders will seek to tap into this potentially lucrative new online advertising sector.

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