Although it was a good read - the entire book seemed to try to convince the reader by the fact that many other companies are doing it. There were many solid quotes from many different resources throughout the Digital Marketing world. These are excellent. In fact other authors could learn a few things, by providing more in-depth quotes - like Adamson's. However, what it lacked was a quantified assertion - to really drive the reader to a solid conclusion. Despite the continual attempts to justify Branding and investing in your digital assets (allocating time to doing this), it would have been a much stronger case with some statistics, and a solid ROI proof discussion.
Most of the book also worked on convincing me that this is important. However, it was only at the end that it really discussed choosing a direction, and 'doing' the following - or follow the four rules of....
Not bad - but I would have appreciated a more solid argument and case (and I am one of the converted practitioners - already).
on April 9, 2009
Review of BrandDigital by Allen P Adamson Managing Director Landor Associates
It is rare I read something that I can't stop reading and Branddigital is one such book. It takes us thru a compelling look at how brands in todays world of the internet and mass communications are handling the planning of Internet campaigns using Youtube and Social media as well. The work is based on interviews with over 100 top branding professionals. The books goes into detail on case studies from Ameriprise, Burger King, General Mills, Hewlett Packard, Johnson and Johnson, Nike, Pepsi and Proctor and Gamble. Great insight into brands that are taking on and meeting the digital challenge today. He tries to answer the question in length is that should all we have learnt about brand management for the last 50 years be thrown out the window due to the digital era or do these brand truths still hold true ? While the answer is yes it is the way in which he answers the question in length that gives us room to consider our actions on the internet. It is full of case studies of how big mass communication brands have adopted to the internet with a realization that some old truths still hold true. The biggest change is that we are now engaging in two way conversations with consumers not one way. In the day of Mass Market television campaigns it was one way communication. Today it is a two way commnunication and the insights into the brand are more useful than ever before. What I found the most illuminating is the way in which he discusses the brand promise for brands and how he gives examples of firms applying their brand promise to the digital Brand landscape or brandscape as some people call it.
Overall I found this book to be highly insightful and strongly recommend it to those people working on brands.