Firebrands: Building Brand Loyalty in the Internet Age

Book Description

This book explains digital branding and how to implement it in the current marketplace.

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This book explains digital branding and how to implement it in the current marketplace.

Customer Reviews:

DOUG MILLSTIEN IS OUT OF THIS WORLD .......2007-08-07

This person cant write if his life depended on it, i read it and now used it for a door stop. I wouldnt recommend this to anyone. I might use it if hes lucky for my son to sit on at the dinner table.

Setting your brand on fire........2001-06-09

There are so many books on the market that discuss the concept of 'brand' from so many different points of view, that it's difficult to sort out the good from the bad. This is one of the good ones.

Moon and Millison define the basic concepts around brand. They explain in clear buzzword-light language what influences the growth and positioning of a brand. Finally, they provide ample and well-explained pointers to further reading to help understand some of their basic ideas more clearly.

As a consultant working for a systems integrator, one of the things that impressed me the most was the focus on execution. Many books about branding seem to imply that the technical details are irrelevant to brand success, but _Firebrands_ makes the point that a relationship with a customer only has brand value when supported by appropriate policies, training, and technical infrastructure. This is a message that can't be, IMO, repeated often enough.

Well worth the time to read.

my review.......2001-03-08

I have read Firebrands and found it extremely useful. As a systems integrator in St. Louis, I have used this book to help my clients understand the importance of a technical infrastructure in building a vibrant brand.... Mind you, this is not a 60 second brand manager book.

Not Hype! A System for Reality...and innovation........2001-03-05

Firebr@nds is not a bedside book, it's a cookbook, a tool for being AT CAUSE when it comes to building successful, powerful communications for the internet.

As a Technology Interface Architect , the building of brand into the interaction of the product is vital to it's success.

My clients over the past 12 years have been besieged by what appears to them this mysterious thing out there that will grow over some process, that we will somehow invoke, and it will be successful if the powers that be are on our side.

This book makes it all very clear, while eliciting sympathy for all of us who have built brands. A genuine appreciation for its complexity is gained as you read a systemization of brandbuilding in Firebr@ands.

Moon has given us a thorough and deep taxonomy for building the brand from many different pragmatic angles. The dramatic distinctions in language make it easy to use the language as a tool in any company when it comes to educating organizations in building brand.

This is a book that I will return to over and over again as I help my clients grow their products into the future. It was a very brave, and necessary book to write. BRAVO!!!!

Beyond the Frontiers - A genetic approach to the Brand.......2001-03-01

As the Chief Technical Officer of a Texas based e-services and print communication firm, I live in this interactive brandspace on a daily basis. The problem with this brave new world of pixels is simply that much is said and much is written but little intelligent communication occurs. I find the innovative and far reaching approach taken by Michael Moon to be the de facto foundation for the next "big thing".

The approach that one must take to these new media spaces and channels is not readily discernible from the clearly defined trails blazed in the more traditional areas of branding. This new territory is as different as the Earth is from the Moon [no pun intended]. The book travels beyond the areas marked as "unknown - there be dragons here" and opens a clear and understandable path into formerly mysterious areas.

What we need out here in the field is less hype and more substance. Firebrands is a rational, ground breaking treatise on the evolution of Branding. This is a pivotal work that serves as a wonderful deskside companion, as indispensible to me as my spell checker or my browser.

Michaels' best practices mental evolution from the time of the Jeff Martin led Digital Brand Building Seminars of the mid-90's to this opus show an extraordinary depth and breadth of thought and research . The Firebrands book is the Gray's Anatomy of Brand "science".

As my company moves forward with ground breaking, market defining services in the area of brand guaranty we will continue to consult the Firebrands roadmap. We anxiously await any follow-up materials that might come from this mind trust.

Amazon.com

The Internet and brands are probably the two hottest business topics of the moment. So Phil Carpenter's timely book eBrands, which looks at building brands on the Internet, scores a double whammy on the business groove-o-meter. Carpenter, director of corporate marketing for Silicon Valley start-up Remarq, foregoes the theoretical, business-school approach in favor of the more easily absorbed case-study method, with detailed analysis, interviews, and behind-the-scenes peeks at six Internet businesses that have already established themselves successfully as brands. They include Yahoo!, Fogdog Sports, iVillage, and Barnesandnoble.com.

Carpenter's basic argument is: "In an environment characterized by extreme choice, perplexed customers will turn to the familiar. They will establish relationships with specific Internet brands and do business with them repeatedly." The book is thoroughly researched. In fact, it's amazing Carpenter got his subjects to share so openly and honestly, not only their learning but also the details of their mistakes. For instance, he writes of online CD retailer CDNow's customer acquisition program, "CDNow is already paying an average of $45 per person for each new customer.... this puts even more pressure on CDNOW to wring greater value from online shoppers".

Carpenter makes much of the point that a brand is far more than a logo or marquee and includes everything the company does, from publicity to answering the phone to order fulfillment. While it's an argument that will be old hat to anybody with a marketing background, it's a point well made for those coming from a more technical or general business environment--as many net entrepreneurs tend to do. This is an excellent marketing primer for anyone who needs to know how to make e-business work. --Alex Benady, Amazon.co.uk

Book Description

Essential Strategies for Building Powerful eBrands

At the turn of the millennium, myriad companies have filled the Web with more than 800 million pages of content. Overwhelmed by choice and starved for time, customers are casting their clicks with brands they trust. The companies that win their wallets will be those that invest now in building premier electronic brands, or eBrands.

Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players.

Carpenter argues that Internet contenders must expand their notion of branding far beyond such assets as logotypes, trademarks, and brand names to include programs for building brand awareness, forging alliances, and cultivating customer loyalty, to name a few. Through these bedrock best practices distilled from the experiences of the online elite, even a dot.com nobody can become a cyberbranded star.

For anyone with a stake in ebusiness--from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from venture capitalists to financial analysts-- eBrands will prove a thoughtful guide to creating truly durable brands in the electronic marketplace.

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While scores of books have promoted various Internet marketing tactics and Web site design rules, none has provided the necessary strategic context in which true eBrand builders make names for themselves. Through thoughtful analysis of the overall marketing strategies of six Web innovators--Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports--veteran Silicon Valley marketing executive Phil Carpenter takes a hard look at how companies develop powerful Internet brands. Carpenter takes readers backstage in his in-depth interviews with more than forty company executives and industry experts. Recounting the successes, failures, and fears of eBrand pioneers, the author assesses the opportunities and vulnerabilities of his case study companies compared to those of their on- and offline competitors. His analysis shows how several "pure play" Internet ventures have established brand awareness and credibility, how an offline leader has boldly asserted itself in this new medium, and how a start-up has battled to distinguish its brand among the many deeper-pocketed players. For anyone with a stake in ebusiness--from CEOs to entrepreneurs, from marketers to customer service and PR specialists, and from venture capitalists to financial analysts--eBrands will prove an essential guide to creating truly durable brands.

Customer Reviews:

Still relevant........2007-09-21

EBrands was written quite a while ago...when the world was a different place. That said, many of the ideas and concepts discussed in the book are still quite relevant. In today's economy brands are built online everyday. The lessons outlined in this book should be helpful for anyone interested in building sustainable brands.

Kind of funny given current market....but a good eBook still.......2001-04-04

This author is very knowledgeable about Silicon Valley and has some great insights. He picked Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog Sports to show how quickly a powerful brand could be built with the web growing like it was. Problem is...only one of these brands still matters - Yahoo.

Still the book is a must read for anyone trying to create a standalone branded website or online service. Gives some pretty compelling tips and histories on what works and doesn't. Also like the eBook format for this one...you'll want to skim and bookmark and highlight and the eBook Reader is pretty helpful for that. Recommended.

Clear overview of e-branding.......2001-01-31

Phil Carpenter has set up a very well-written, easy-to-read, book about the various aspects of marketing an e-business. By offering a load of examples, he helps the reader with quickly identifying the possibilities of online of offline branding. What he might have added, to add some quantitative research, is some more figures concerning investments, as percentage of revenue. Furthermore it would have been interesting to see that the investements are worth it, so the relation between investment patterns and sales. Concluding: this book offers a good marketing overview, and offers some new insides, worthy to be explored.

good cases, not a lot of hands on stuff.......2000-12-31

The author offers interesting profiles of how six companies have gone online line. He highlights his take on what these companies do right and where they appear to fall short. But this isn't the type of book you'd be able to use as a guide to taking your own business online. There's not a lot here that's readily transferable to other businesses wanting to go online or to improve their current offerings. Still, as a snapshot in time, it makes for an interesting read.

Marketing Analysts, this book is not for you.......2000-10-30

"Branding on the Internet". If you go to any multi-day web seminar these days you will surely run into a class on this subject. Most of these classes spend a few hours talking about successful (and not) examples in the Internet without going into the research.

This book uses a similar approach. For the business/marketing person this book will be frustrating, with its basic findings (e.g. using a banner). The problem is this book was not meant for the marketing person as a lesson on how to brand their company on the Internet. This book was written for the web designer, as an introduction to branding.

The book itself has a problem in that the only company profiled that can be considered a success would be Yahoo! Anyone who uses the Internet regularly will recognize most of the other sites, but has anyone ever bought anything, or even visited these sites?

Customer Reviews:

A Must Read.......2001-01-04

A good insight into the companies' strategy for success particularly in New Zealand and Australia. I found the book insightful and worth my time.

Average customer rating:

Brand New Ink Cartridges Internet Business Building Bootcamp
James Orr
Manufacturer: LearnToBeRich.com, Inc
ProductGroup: Book
Binding: Audio CD
ASIN: B000NWQ4Q4

Average customer rating:

Building an Internet Mega-Brand
Karen Edwards , and Aspatore Books Staff
Manufacturer: Aspatore Books
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Aspatore Books | By Publisher | e-Docs | Formats | Books
ASIN: B000063DCB
Release Date: 2001-12-01

Building big brands on the Internet.(Panel Discussion): An article from: Chief Executive (U.S.)

Average customer rating:

Building big brands on the Internet.(Panel Discussion): An article from: Chief Executive (U.S.)

Manufacturer: Chief Executive Publishing
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

General | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from Chief Executive (U.S.), published by Chief Executive Publishing on August 15, 1999. The length of the article is 4759 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: CEOs in the US gathered together to share their views on how the Internet or electronic commerce could help build brand names. Federal Express CEO Fred Smith emphasized the power shift that companies could achieve through the Internet citing the significant efficiency improvement in logistics, which is the cost of transportation of goods, inventory costs and the interest on warehouse inventory. He pointed out that companies who do not adopt technology can not compete globally. Value America founder and chmn Craig Winn also shared his philosophies and strategies on building brands on the Internet in which five core concepts could be applied, namely, comprehensiveness, great products, convergence, offline advertising and creating a marketplace.

Citation Details
Title: Building big brands on the Internet.(Panel Discussion)
Publication: Chief Executive (U.S.) (Magazine/Journal)
Date: August 15, 1999
Publisher: Chief Executive Publishing
Issue: speiss Page: 60(7)

Article Type: Panel Discussion

Distributed by Thomson Gale

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Building Brands Interactively
Stewart Pearson
Manufacturer: Palgrave Macmillan
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Average customer rating:

BUILDING Your Brand.: An article from: CMA Management
Michel Viau
Manufacturer: Society of Management Accountants of Canada
ProductGroup: Book
Binding: Digital

General | Business & Investing | Subjects | Books

Web Marketing | Business & Culture | Computers & Internet | Subjects | Books

Book Description

This digital document is an article from CMA Management, published by Society of Management Accountants of Canada on April 1, 2001. The length of the article is 2151 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: BUILDING Your Brand.
Author: Michel Viau
Publication: CMA Management (Magazine/Journal)
Date: April 1, 2001
Publisher: Society of Management Accountants of Canada
Volume: 75 Issue: 2 Page: 26

Distributed by Thomson Gale

Average customer rating:

WWW.Branding.States.US:An analysis of brand-building elements in the US [An article from: Tourism Management]
G. Lee , L.A. Cai , and J.T. O'Leary
Manufacturer: Elsevier
ProductGroup: Book
Binding: Digital
ASIN: B000PA9UEC

Book Description

This digital document is a journal article from Tourism Management, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

Description:
The Internet plays a significant role in attracting visitors and facilitating their trip planning and reservations. The website of a destination has become a crucial branding channel. However, electronic branding has yet to be adequately conceptualized, particularly in the context of destination marketing. The current study aims to fill this gap through the analysis of the 50 states' official tourism websites. Specifically, the researchers attempt to delineate the unique selling propositions (USPs) and positioning strategies of destination organizations at the state level through a content analysis of slogans, graphic projections, verbal expressions, and other explicit or implied messages. The state tourism slogans are categorized and analyzed in terms of USP building and market targeting. Among other findings, five types of slogans emerge: (1) buy us because we are good; (2) common attribute-based; (3) unique attribute-focused; (4) exclusive appeal; and (5) average Joe. Results also show that almost all the states emphasize nature and culture/heritage, and that many of the states' official websites do not maximize their utility as marketing tools due to lack of consistency among the website elements.

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Brand New Ink Cartridges Internet Business Building Bootcamp
James Orr
Manufacturer: LTBR
ProductGroup: Book
Binding: Audio CD
ASIN: B000OLW42M

Book Description

Avinash Dixit and Joseph Stiglitz revolutionized the modelling of imperfectly competitive markets and launched "the second monopolistic competition revolution". Experts in the areas of macroeconomics, international trade theory, economic geography, and international growth theory examine the success of the second revolution in this collection of papers. They reveal what appears to be "missing" and look forward to the next step in the modelling of imperfectly competitive markets. The text includes a comprehensive survey of the two monopolistic competition revolutions, and previously unpublished working papers by Dixit and Stiglitz that led to their famous 1977 paper.

Download Description

In 1977 a seminal paper was published by Avinash Dixit and Joseph Stiglitz that revolutionized the modeling of imperfectly competitive markets. It launched what might be called the second monopolistic competition revolution which has been far more successful than the first one, initiated by Edward Chamberlin and Joan Robinson in the 1930s. In this collection of original essays experts in the fields of macroeconomics, international trade theory, economic geography, and international growth theory address the question of why the second revolution was so successful. They also highlight what is missing, and look forward to the next step in the modeling of imperfectly competitive markets. The text includes a comprehensive survey of both monopolistic competition revolutions, and previously unpublished working papers by Dixit and Stiglitz that led to their famous 1977 paper. With original contributions from Dixit, Ethier, Neary and Stiglitz amongst others, this collection will excite interest amongst researchers, advanced students and economists.

Monopolistic Competition Revolution in Retrospect

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Monopolistic Competition Revolution in Retrospect
Steven Brakman
Manufacturer: Cambridge University Press
ProductGroup: Book
Binding: Hardcover
ASIN: B000MVDBNK

Book Description

Edwin R.A. Seligman was a leading specialist in public finance, as well as the history of economic thought. This volume publishes a set of student notes taken in his famous course in public finance at Columbia University. The lectures cover the history of public revenues, types of public revenues in general and of taxation in particular, public expenditures, public debt, and budget making.

Book Description

Powerful weapons for waging and winning the business war
Most books on competitive intelligence are full of vague theoretical constructs regarding information gathering and storage. This book, on the other hand, gets right down to the nitty-gritty, with proven techniques for identifying and laying waste to a company's most serious competitors. Readers learn why going on the offensive rather than just gathering information on competitors helps increase market share and shareholder value. And they get loads of practical advice and guidance on identifying the most serious competitors, flushing out competitors' secrets, using technology to advance a competitive initiative, creating strong allies, "harvesting" competitors' employees, staging a successful counter offensive when you've been targeted, and much more.
Ian Gordon (Toronto, Canada) is President of Convergence Management Consultants, a leading strategic marketing consulting firm. He is a founding member of the Society of Competitive Intelligence Professionals, President of the Association for the Advancement of Relationship Marketing, and the former head of Ernst & Young's (Toronto) strategic marketing consulting practice.

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