The Art of Digital Branding

This is a great read, and I even did not expected, that in 2009 something new can be written about the brands & internet.What is really great, that author uses a lot of examples, and in a way, of comparing a websites, like in first approach would be totally incomparable.For example, how to compare Nabisco, Sega (those websites, by the way, are an examples of how you NO NEED build the web presence), with a such web portals as Hard Rock Cafe, Ferrari, Aston Martin and many more.What I especially like, is that author shows the concept in a way, like you would choose a water in the shower. Like for the example, he shows website which is too cluttered, colorful, like a parrot, and then takes an opposite example - when all is a good and easy to spot, but very boring and does not engages you at all. And then as a summary, he finds a website, who has no any of 2 drawbacks before.So, it's really a great way to present the information, since till now, books about similar topics praised for example amazon website, and then found some victim to kick, but here - author goes from -273 to + 273, and gives you "golden middle", where all is great.I found also very interesting, how author ties in the text his personal life experiences, and how it can connects with a digital branding - after all it's also a great read.I also want to emphasize, that here, if you search for the info, how to construct a landing page which will give you the best conversions, or what color for shopping cart gives the least drop rates - this is not a book you need in that case you can choose for example this title:Landing Page Optimization: The Definitive Guide to Testing and Tuning for ConversionsHere, you will find something more ephemeral, conscious minded, and somewhat first impression related - like, author cites the M. Thacher, where she says, that "I make my mind up about someone within the first ten seconds and I very seldom change it"So, I totally agree, that you can spend ages for SEO, and tons of money for PPC, or A/B split test all - in case the visitor will "do not like" what he see in first seconds, he will just press the "back" buttonSo, I would summarize, that this book gives a great overview how to get first impression, maximally good (consider mother's advice to daugther, going to first date - check his shoes first - if they are clean, then it's more likely than a man is OK too).And then more on content, and usability issues are covered, deconstructing a lot of real world examples. Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

Ian Cocoran does a great job in this book describing that you must first understand what your brand stands for on all levels and then decide how to best convey those core brand values online. He reinforces my idea that creating brand awareness does not mean much unless and until you communicate what your brand stands for and how that is unique so you create strategic brand awareness. Everything counts from what you present, how you present it, how your website feels, what it conveys about your brand and how your visitors will think and feel from the very first second they see your first page load.Cocoran has reviewed many websites for [....] and infuses this book with many of those reviews along with screen shots to help us understand his analyses and insights as to how successfully these companies translated their brands online.He ends the book giving us the intriguing concept of an emotionally intelligent website that artificially 'reacts' and responds to visitors' feelings and emotions based on their interactions with the site. The concepts sounds a little far out there at first, but after just a little thought we realize that the future he describes is not too far off and many are starting to create that future now.I highly recommend this book to anyone involved in website marketing.

That book, expplains the most part of the internet. Despite being kind of outdated (well that's obvious a couple of years have passed by since it's release) it describes some facts of the internet that will never change. And it explains them well. It's not a book that will teach you of SEO, Social media Marketing or so, but it willl explain you the way customers perceive the digital identity of a brand. It screencasts how, the digital presence can harm your real one or boost it. To conclude with, I would prefer you learn first how to set up a site and do some seo, and then read this book, so that you can understand it.

A great read for anyone looking to improve their branded website. This bookbreaks down the digital branding process into a number of logical, easy tounderstand steps and focuses on what's really important in the eyes of theconsumer. It's also written in a very fluid style so it's also anentertaining read (not stale and crusty like some business books!). "The Artof Digital Branding" will be of particular interest to students, GeneralManagers and Marketers who are looking to improve their knowledge ofbranding online. Web designers may also enjoy it, but as it isn'tparticularly technically focused they may not find it detailed enough fortheir needs.

A great book for those looking to understand the basics of online branding. Concepts covered included positioning, segmentation, basic design, technology, charities and online shopping. I've read a number of online marketing books lately, but from a branding perspective this one is the best so far as its casual humour and easy going language make everything easy to understand and it focuses on the real emotional issues that are likley to influence consumers. The "real world examples" are also a big plus, as are the author's references.