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Purchase options:
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amazon.co.uk
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$36.95 amazon.com
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Details:
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UK ISBN 0071348050; US ISBN 0967991218
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Published by McGraw-Hill Education (UK), Frankel & Anderson, Inc. (US)
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Written by Rob Frankel |
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Title:
The Revenge of Brand X: How to Build A Big Time Brand - on the Web or Anywhere Else
Review:
A hope of success online requires the discussion, and solution, of
many issues, several of which are frequently overlooked in the website
design and build process - internet marketing/Web PR and branding are
two of the most important oft forgot. A logo and slogan, and "we'll
deal with that later" aren't enough.
Branding can have considerable lifetime impact on your online
presence, particularly if you get it wrong. When tied in with a
holistic mix of essential Web PR strategies, the results from branding
can be persuasive!
Rob Frankel is an acknowledged expert on branding, and this book aims
to show you how to build a Big Time Brand that works. Have a pen handy
- you should be inspired for your company!
Rob is becoming an increasingly regular poster or moderator on some of
the most respected 'internet marketing' lists, sharing his knowledge
and occassionally causing a stir. His contributions give the
impression that despite his obvious potential to earn as much per hour
as the average life insurance policy pays out, he is one of the Net's
'good gurus' and not just in it for a buck. Willing to assist, offer
advice, and share expertise, he has a frank but humorous approach,
imparting criticism and praise in a way that sort of makes you like
the 'guy with the bobbing head'. Join the Frankelbee's and you will
know just what I mean!
I do have one complaint about the book. In this day and age, most
brands need to be global, but the book is that little bit too American
for me, almost ignoring the potential readership around the world. For
those of us whose heart does not skip a patriotic beat when "apple
pie" or the Stars & Stripes appears on a page, some of the examples
included are unclear or lack a certain 'oomph' to us non-Americans.
It's a minor irritation compared to the value of the content overall -
there are enough well-illustrated case studies and examples to clarify
most points.
Action Items are included after each chapter to make you think,
although some are there to lead you to an inescapable conclusion -
"Rob was right!" - but the thought-process is valuable. His Big Time
Branding Laws are written and explained in clear, no-nonsense language
and are invaluable.
The first few chapters explain where branding is coming from in the
'New Media' age, and give prime examples of how to get it right, and
spectacularly wrong! Evangelists, viral marketing, word of mouse all
come from a strong brand, and empowering your audience to explain the
benefits of your products/services to others for themselves is clearly
illustrated. Chapter 8 made me think this - "Be guerrilla, believe and
be individual" - which all brand-owners should encourage in
themselves. The second half of the book focuses more on practical
online branding, with site design, tools, affordable brand-building,
and the clearest case study of the lot - Rob Frankel's own Franklebiz.
Definitely a book to come back to for timely reminders, reassessment,
and to convince any decision-makers around you that branding is not an
issue to be left in-house to the techies, marketing, sales or
advertising execs!
One for the bookcase, not under the monitor!
Free Pint Reviewer:
Lindsey Annison has been hyperactive on the Internet since 1996, and
in business since early 1997 with Cybersavvy UK, specialising in
promoting business websites beyond the search engines. Coined the term
"Web PR" to cover all aspects of website promotion, advertising,
online marketing etc when miffed with weighty emphasis on search
engine promotion despite proof of results with her techniques. Is
involved with some 1000 email discussion groups regularly, has an
inbox of over 1Gb, and promotes many websites just for the hell of it.
Affordable campaigns, professionally recognised expertise, belief in
the impossible, and modesty - all offered.
<http://www.webpr.co.uk/?fpx>
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