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Usually ships in 20-57 business days | | | | | | Here’s the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains traditional branding and how the same principles can be applied to Web sites, no matter what the industry. Chapters cover the entire range of site content: color schemes and menu formats and the pivotal roles they play; incorporating essentials such as company history, careers, site maps, search engines, and FAQs; choosing one global portal versus country-specific content; encouraging and retaining traffic flow; adding depth to the Web experience with audio, video, and animation; maximizing site functionality for online shopping or software updates; and much more. Step into the digital age with expert help from The Art of Digital Branding.
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| | Product Details | | Author: | Ian Cocoran | | Hardcover: | 272 pages | | Publisher: | Allworth Press | | Publication Date: | August 21, 2007 | | Language: | English | | ISBN: | 1581154887 | | Product Length: | 8.14 inches | | Product Width: | 7.94 inches | | Product Height: | 0.91 inches | | Product Weight: | 1.41 pounds | | Package Length: | 9.3 inches | | Package Width: | 6.1 inches | | Package Height: | 1.0 inches | | Package Weight: | 1.1 pounds | | Average Customer Rating: |  based on 7 reviews |
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| | Customer Reviews | Average Customer Review: ( 7 customer reviews )
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Most Helpful Customer Reviews
5 of 5 found the following review helpful:
 A Great Intro to Digital Branding.. Sep 09, 2007
By David Henderson
A great read for anyone looking to improve their branded website. This book
breaks down the digital branding process into a number of logical, easy to
understand steps and focuses on what's really important in the eyes of the
consumer. It's also written in a very fluid style so it's also an
entertaining read (not stale and crusty like some business books!). "The Art
of Digital Branding" will be of particular interest to students, General
Managers and Marketers who are looking to improve their knowledge of
branding online. Web designers may also enjoy it, but as it isn't
particularly technically focused they may not find it detailed enough for
their needs.
5 of 5 found the following review helpful:
Digital Branding rocks Aug 24, 2007
By Mr. R. Mills
"Big Irish"
I am a business adviser and often get asked what constitutes a good website - in future I will just ask people to buy this book. Its an excellent reference for any company that wants to improve it's online image as it nails every concept and explains the likes and dislikes of the average web consumer in detail - including the emotional responses that certain aspects of the website are likely to generate. I also found it humorous and well written - a refreshing change from some of the stuff that's out there.
4 of 4 found the following review helpful:
 A very good analysis of how to translate your brand online Feb 12, 2009
By The Marketing Guy Who Drives Sales -r
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.
4 of 4 found the following review helpful:
The best of its kind so far Aug 22, 2007
By Michael Smith
"branded"
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.
This book will allow you look at your site from a sideview Feb 04, 2009
By Rolands Petrevics
"taiwan.typepad.com"
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 Conversions
Here, 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" button
So, 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.
See all 7 customer reviews on Amazon.com
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