Beyond BrandSimple: As marketers we must now think BrandDigital
I’m looking at the June 2nd cover story of Business Week which is titled “Beyond Blogs; What Business Needs to Know about YouTube, Facebook and Social Media and Media Spending.” In addition to being a fascinating read, this article is also a perfect segue for why I’m changing the header of my blog. You see, in September of this year I will be releasing my newest book, titled BrandDigital. The purpose of the book is to help marketers understand the dramatic way the Internet and other forms of digital technology are changing the way businesses need to look at building brands.
Much like my first book, BrandSimple, which demystified the way powerful brands get built in general, the intent of BrandDigital is to demystify what many people find unnecessarily mystifying about digital technology and its effect on brands. And, much like the Business Week article helps explain what businesses need to know about blogs and social media, BrandDigital helps explain how smart companies are using digital technology and the behavior it engenders to build brands. My intent in writing the book was to sort out which digital tools and tactics are important to organizations of every size as they go about their branding strategy and execution, and which are just smoke and mirrors. BrandDigital was written after interviewing over 100 of the most knowledgeable and insightful people in the business of branding and digital technology. I spoke with corporate executives across an incredible array of categories, with digital technology gurus, with research and analysis professionals, and with top management in communications agencies. I spoke with bloggers, with developers of virtual communities, with members of social networks, and with trend spotters and venture capitalists. I spoke with people who have been in the business of building brands for the better part of long, established careers, but for whom digital tactics pose some questions, and with people whose youth makes digital technology as natural as breathing, but for whom brand-building does not come quite as naturally. I found that it is at the intersection of time-honored branding principles and new forms of branding opportunities that great brands are built.
Watch this blog in weeks to come for my thoughts on how building brands is transforming in the digital age.
June 4th, 2008 at 5:05 pm
Totally agree Allen -
There is a lot to harness in the building of a brand these days for both B2B and B2C marketers. The explosion of new channels to get your message out has led to the end of the Command and Control era of branding and its now about creating a lasting dialog about your brand. Digital Marketers who know the ins and outs of these online channels are invaluable to the brand they serve in this challenge. Coupled with the idea of tracking and generating content is most appetizing to their audience and speaking in clear concise language is obviously going to be key. I look forward to your new book on BrandDigital!
June 17th, 2008 at 2:12 pm
Allen - can’t wait to read it. Working heavily in the interactive & social media space myself, I seem to come across a lot of books that contain a lot of the same information. However, I’ve yet to see anything that looks at these new technologies and tactics from a branding perspective. Is there a way to order an advanced copy? If so, please let me know and I’ll share with the rest of my team as well.
July 6th, 2008 at 7:20 pm
Allen,
I’m very excited to read it. Brand simple influenced me very much as a marketer, and i’m sure Brand digital will too. i’m completely passionate about social media and all the exciting challenges we marketers are facing at the moment.
Bring it on!
Gabriel Rossi- Brazil