Review
“A very enjoyable read.” -- Marketing, book of the week
“Easy to read and well written” -- e.Business
“Provides an excellent insight into creating and maintaining an online brand.” -- Marketing, book of the week
“Very accessible and easily digestible, this is a great starting point for companies looking at Internet marketing.” -- Internet Works
“a valuable read for anyone who already has experience of developing an on-line brand presence...extremely useful for someone who has never done it before.” -- e.Business
“Easy to read and well written” -- e.Business
“Provides an excellent insight into creating and maintaining an online brand.” -- Marketing, book of the week
“Very accessible and easily digestible, this is a great starting point for companies looking at Internet marketing.” -- Internet Works
“a valuable read for anyone who already has experience of developing an on-line brand presence...extremely useful for someone who has never done it before.” -- e.Business
Book Description
Analyzes a range of international companies to demonstrate how the internet demands a new and strategic way of thinking about marketing interactive brands to consumers. It also gives readers concrete tools to create a successful brand strategy on the Internet and answers such questions as:
-- What role should the Internet have in a marketing plan?
-- What types of companies are best suited to market our product on the Internet?
-- How can a systematic dialogue between the consumer and the brand be created?
-- How can strong traffic on a site be created?
-- How is it possible to measure the real value of branding a site?
-- What role should the Internet have in a marketing plan?
-- What types of companies are best suited to market our product on the Internet?
-- How can a systematic dialogue between the consumer and the brand be created?
-- How can strong traffic on a site be created?
-- How is it possible to measure the real value of branding a site?
From the Publisher
As a new brand war is fought in cyberspace, in which companies failing to take it seriously will founder, this new book demonstrates how the internet calls for a new, strategic way of thinking about marketing interactive brands to consumers. With reviews of more than 70 international web-sites and 40 case studies, it also gives readers the concrete tools they need to create a successful brand strategy on the Net.
About the Author
Lindstrom is recognized as one of the world's primary online branding gurus. He developed some of Australia's, Asia's and Europe's most successful websites. He was co-founder of Europe's largest Internet company, BBDO Interactive (now Fremfab), in 1995, founder of Australia/Asia's largest Internet solution company, ZIVO, in 1997 and in 1999 International Chief Operating Officer for BTLookSmart.
