Cyberbranding: Brand Building in the Digital Economy
By Deidre Breakenridge
The first complete framework for integrating offline and online marketing!
Step-by-step processes for reengineering any brand!
Achieving true synergies between online and offline brands Includes interviews with the world's leading Internet branding executives. The Internet has changed all the business rules you live by—especially the rules for branding your products, services, and organization. Cyberbranding doesn't merely show you how the rules have changed: it presents a complete framework for branding that works now—and for years to come. Drawing on her extensive experience as a marketing consultant—and on interviews with many of the world's leading Internet branding executives—Deirdre Breakenridge answers these and other crucial questions:
How do you move your brand online without compromising the values it already holds in the "real" world?
How can you re-engineer an existing brand in the wake of the Internet revolution?
How can you create a new brand that leverages the full power of the Web?
The Internet. It isn't easy money. It isn't an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.
In Cyberbranding, Deirdre Breakenridge shows how to use the Internet to build brands—and customer relationships—of remarkable depth and power. Drawing on the Internet's most impressive success stories—and its cautionary tales of disaster—she shows how to:
Develop the vision of your online brand
Identify your true online audience
Persuade your customers by empowering them
Personalize without becoming intrusive
Make the most of online and offline research
Use the much-maligned banner ad as a key branding tool
Integrate Internet-based and off-line branding activities
Appeal more effectively to today's multi-tasking consumer
Draw the repeat traffic you're looking for
Create affiliate marketing programs that work
With Cyberbranding you can master lessons others spent billions to learn-and build 21st century brands worth billions to own.
Whether you're a business leader, strategist, marketing professional, or public relations specialist, Cyberbranding gives you an action plan for strengthening your brand online and off—and leveraging it for maximum competitive advantage.
