Cyberbranding : Brand Building in the Digital Economy

Framework for integrating marketing strategies for the Internet with traditional marketing strategies. Shows how to move a brand online without affecting its value, how to re-engineer an existing brand to better suit the new Internet economy, and how to create new brands that sell well on the Web. DLC: Brand choice. 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. "Finally, a book that covers all the important aspects of Internet marketing!" —Chuck Riegel, EVP Worldwide Marketing, CybercashFrom the Foreword: "...Smart CyberBranding is not about building the next Amazon or Yahoo or eBay... The new phase of the Internet revolution is about how businesses—often derisively referred to as "old economy" companies—take advantage of the new medium to vastly improve their bottom lines. And Breakenridge has done her part to point them in the right direction."—Thomas J. DeLoughry, Former Executive Editor, Internet World

...The Internet has changed all the business rules you live by—especially the rules for branding your products, services, and organization...

Annotation 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 byespecially 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 nowand for years to come. Drawing on her extensive experience as a marketing consultantand on interviews with many of the world's leading Internet branding executivesDeirdre 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 brandsand customer relationshipsof remarkable depth and power. Drawing on the Internet's most impressive success storiesand its cautionary tales of disastershe 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 offand leveraging it for maximum competitive advantage. "Finally, a book that covers all the important aspects of Internet marketing!" Chuck Riegel, EVP Worldwide Marketing, Cybercash From the Foreword: " ... Smart CyberBranding is not about building the next Amazon or Yahoo or eBay ... The new phase of the Internet revolution is about how businessesoften derisively referred to as "old economy" companiestake advantage of the new medium to vastly improve their bottom lines. And Breakenridge has done her part to point them in the right direction." Thomas J. DeLoughry, Former Executive Editor, Internet World The first complete framework for integrating offline and online marketing!"Every business today needs to brand itself on the Web; they have seen the writing on the wall. Adapt or evaporate. For those who want to turn their brand investment into tangible return-on-investment, this book is a must."- Stephen Mendonca, author of InstantAdvantage.comStep-by-step processes for reengineering any brand!"Finally, a book that covers all the important aspects of Internet marketing!" --Chuck Riegel, EVP Worldwide Marketing, CybercashIf you're a marketing professional, you understand perfectly well that the Internet has changed all the rules you live by -- and especially the rules that impact how you brand 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. In Cyberbranding, leading marketing consultant Deirdre Breakenridge answers the crucial questions that marketers have about branding in the 21st century: How do you move your brand online -- without compromising the values it already stands for in the "real" world? How can you reengineer your brand in the wake of the Internet revolution -- and how can you create a new brand that leverages the full power of the Web? Breakenridge draws on both her own experience and a series of insightful interviews with leading Internet branding executives. For every marketing professional and other business professionals concerned with building brands that succeed online, offline, or both. Breakenridge, a public relations consultant, describes the use of the Internet to build brands and maintain positive customer relations. She offers advice on developing a vision for the brand, targeting the proper audience, personalizing the approach, and drawing repeat traffic. Marketing basics, audience impact, market research, and online endorsements are emphasized. Case studies tell cybermarketing success stories. Annotation c. Book News, Inc., Portland, OR (booknews.com) Bridging the gap between traditional marketing knowledge and skills and new online strategies, this book presents step-by-step processes to re-engineer oneself and one's brand and explains the unique issues that relate to building an online brand without damaging the offline brand. Provides a 40-page cyber-marketing plan that synthesizes the book's coverage for handy use by the marketer.