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|  | |  | | | Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand | | | | | SKU:
G0761525327I3N01 | | In Stock | | Availability:
Usually ships in 1-2 business days | | Only 1 left in stock, order soon! | | | | | | The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. But the Web is certainly no magic bullet, and setting your business apart requires that you understand exactly how the Internet fits in with all the other elements of your company's growth strategy. Inside, two experts reveal their knowledge of how to deepen and profit from brands in the era of the Internet. Using examples of established companies both large and small, Marc Braunstein and Edward H. Levine trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty. In Deep Branding on the Internet, You'll also discover:
How a deep brand can be the ultimate search engine for your business
Why you should ignore online users and focus instead on customers
How smart, multi-channel brandholders should win on the Internet every time
Why the Internet has a low barrier to entry but a high barrier to profit
How the Web can give you more control over channels and markets that are becoming increasingly fragmented
And much more!
Insightful, easy to read, and packed with practical information, Deep Branding on the Internet is a must-have tool that everyone from a Fortune 500 manager to an aspiring small-business owner will want to read, share, and act upon. | | | |
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| | Product Details | | Author: | Marc Braunstein | | Hardcover: | 400 pages | | Publisher: | Prima Lifestyles | | Publication Date: | August 17, 2000 | | Language: | English | | ISBN: | 0761525327 | | Product Width: | 162.0 centimeters | | Product Height: | 230.0 centimeters | | Product Weight: | 1.5 pounds | | Package Length: | 9.1 inches | | Package Width: | 6.0 inches | | Package Height: | 1.3 inches | | Package Weight: | 1.45 pounds | | Average Customer Rating: |  based on 11 reviews |
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| | Customer Reviews | Average Customer Review: ( 11 customer reviews )
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Most Helpful Customer Reviews
8 of 8 found the following review helpful:
 A very important ground breaking book Oct 12, 2000
By nat adamo
Finally a book that puts the approach to the Internet economy in perspective.Far too many companies have made costly mistakes with misguided thinking and high expectations of e-commerce return.Many jumped in before looking and were equiped with business models that in other mediums would be considered totally unrealistic.This book is a landmark because it gives Internet branding and marketing a balanced view.The Internet is a tactic not a brand.In fact it is the focus of the book. The premise that heat(value) and pressure(marketing) makes sense regardless of the medium.Perhaps more sobering minds will heed much of the information contained in this book.It's obvious that the authors know this challenging, unpredictable field well. Money well spent.
6 of 6 found the following review helpful:
This will be a lasting book too! Oct 21, 2000
The paradigms and concepts presented in the book are especially relevant given the more sensible evaluation and scrutiny facing e-businesses today. The authors focus on the core element that is clearly absent from many new internet ventures, namely "Deep Branding". Their heat and pressure methaphor is powerful in its simplicity and it has wider applications to brands in general (not just those on the internet). The book's guidelines for ensuring a lasting brand are certain to ensure that "Deep Branding on the Internet" will be a lasting book too!
2 of 2 found the following review helpful:
The most honest assessment of the DOT COM business situation Dec 16, 2000
By siler black
As a IT consultant, I get to read my fair share of pundits claiming the .com business model will replace today's brick and mortar system. Braunstein and Levoon have written an excellent book which challenges the .com business model and asks valid questions. It is a pity that the entrepreneurs who started companies like Highwired.com, Hotoffice.com, Hardcloud.com etc.. didn't read this book prior to their own launchings. Braunstein and Levoon anticipated the .com collapse and create new and interesting conceptual models to better understand the true nature of Brands and how they must translate to the Internet.Bravo. A must read for academics and Internet industry types
1 of 1 found the following review helpful:
Braunstein and Loveen predicted the calm.down revolution Dec 04, 2001
As a senior executive for a well known .com, I found this book well read and full of useful examples of past mistakes made along the way by Internet companies being run by headstrong MBA types with little if any real world business experience. Marc Braunstein obviously wrote the lionshare of the book as his wit and candor are what makes this book not only pleasurable, bit also a very valuable and timely expose on the economic environment surrounding the Internet generation. Firebrand is lucky to have such a talented man working for them. Bravo to Firebrand.
2 of 3 found the following review helpful:
Do Not Even Think About E-Commerce Before Reading This Book Apr 24, 2001
Anyone who thinks that the internet is less demanding of the brand, product manager or smaller product company is doomed to failure. I have read this book a couple of times and it really nails down the needed disciplines for making your brand rock in this new channel. Clear and easy to read. Make sure you don't leave on your next plane ride without it.
See all 11 customer reviews on Amazon.com
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