Joan Abraham

Creating Brand Cool

Brand Distinction in the Online Marketplace

• Gebundenes Buch

Produktbeschreibung

In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings. Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today's marketing challenge: clearly defining the business's brand essence using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today's consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away. Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition. It is relevant to all types of business, from small businesses to globally recognized brands.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 116
• Erscheinungstermin: 17. Mai 2021
• Englisch
• Abmessung: 235mm x 157mm x 11mm
• Gewicht: 333g
• ISBN-13: 9780367693152
• ISBN-10: 0367693151
• Artikelnr.: 69986145

Autorenporträt

Joan Abraham's focus on the Internet over the last 26 years has created new merchandising and marketing paradigms for branding in a global marketplace. Among her accomplishments are two one-hour specials for the Oprah Winfrey Show, the establishment of a network of video walls in shopping malls nationwide for advertisers, and online media campaigns for The Chrysler Corporation, NBC, ABC-TV, Phillips Van Heusen and the city of Detroit. She currently heads up StyleBranding, Inc. which she founded in 1996. The company specializes in the next generation of online content for branding and marketing in the Ecommerce arena. She has recently retired after 25 years at Parsons School of Design in New York where she taught Ecommerce Marketing and Fashion Branding. Abraham developed the Ecommerce marketing course for Parsons in 1996 and graduated with a B.A. from the University of Michigan.

Inhaltsangabe

Introduction 1 Anyone Can Be an Amazon.com Social Media Allows a More Personal Brand Experience
Social Media Exposes the Brand Character
The Value of Ecommerce to Niche Markets
Customer Service Is the Center Core of the Brand
The Value of Online Advertising for Brand Awareness
The Value of Strategic Partnerships for Branding 2 The Website as Brand Central Where the Branding Process Begins
The Art and Science of Branding
The Experience Offered on the Website
Lifestyle Marketing
Technology in the Retail Environment: Omnichannel Retailing
Aspiration Is Cool
Cause Marketing Is Cool
Ecommerce and Brand Recognition
And Then There Is Everyone Else
Brand Awareness Provides Trust
Search: Keyword Marketing
Content Mapping
The Value of Design in Creating the Brand Experience
Graphic Presentation Personalizes the Product
Style and Design Enhanced with Partnerships
The Consumer Loves Stories
The Website as Flagship 3 Putting the Sensory Appeal into the Sell Consistency Is Key for Brand Distinction
The Necessity of Tailoring the Brand Voice
How Do We Get the Message to Our Audience?
Brand Symbols
Emails
Personal Means Respect the Recipient
Online Lifestyle Networks
Bundled Lifestyle Networks
Mobile Advertising Is All About Getting Personal Responsibly
The Value of Media and the Research We Have Access To
Lifestyle Marketing Is All About Getting Personal
Failure Is a Part of Success
The Return on Investment with Social Media Is Engagement 4 Research Is Your Sherpa Research Process
Methodologies: Qualitative
Quantitative
Primary vs. Secondary Data 5 Surround Sound Media for Online Branding Cloud Living and the Impact of Data
Research Directs the Media Efforts
Mass Media Gets Personal
And Then COVID-19...
The Websites of Traditional Media
The Best Messaging Traverses Channels
The Big Picture: Mass Marketing for Big Budgets and Building Trust
Bundled Multi-media Buys to Surround the Audience
Localizing the Media Buy
Direct Response + the Internet
Expanding Local Messaging
Live Events + Email
A Note about Landing Pages
Daily Communication
Collecting and Growing an Email List
Fashion and Music Partnerships
Influencers and Bloggers: New Partnerships for Lifestyle Cool
Apps
And Now: Back to Surround Sound Media 6 Strategic Partnerships for Lifestyle Marketing Co-Branding Partnerships
Sponsorship of and Product Placement in Entertainment
Magazines as Lifestyle Partners
Pooling of Resources
Creativity and Innovation Are Born Out of Diverse Cultures
Partnerships Are Service Tools for Your Customers
Walmart and Moosejaw 7 Entertaining the Sale
It's All About the Story The Value of Original Content for Online Messaging
Entertaining the Sale
The Online Environment Demands Authenticity
Creativity Is the Magic Sauce for Brand Distinction 8 Merchandising an Ecommerce Website Visit Your Competitors and Stay Up to Date
Branding Partners Give Tide Detergent a Sense of Style
Personal Shopper Merchandising
Merchandising a State of Mind
How Does the Customer Travel Through Your Site?
Video Brings the Merchandise to Life 9 Customization Cutomized Products Enhance the Brand Image
Technology and Data Offer New Retail Concepts
The Social Channels Offer Customized Service
Personal Style Offers the Best Customization
Bundled Lifestyle Websites Customize the Placement of Online Banner Ads
Programmatic Mapping for Customizing Online Ad Buying
Promotions Give You Something to Talk About
The Distinction of a Once Great City for Brand Identity
Customized Products as Brand Distinction
Good Promotions Can Lead to a Great Job
Brand Building Themes
As a Style Maker Your Lifestyle Showcases Your Brand Identity
The Power of Social Media for Inside Access
Capsule Collections Are Today's Norm: The Need for New Never Stops
Vintage Style 10 Cause Related Marketing and Sustainability for Brand Distinction Colin Kaepernick Takes a Knee
The Commitment Must Be Authentic
Attention to Detail with Cause Branding Is Essential
Young People Have the Ideas and the Accessibility
Micro Loans Change a Life
Corporate Branding That Gives Back
Sustainability
Going Forward Cause Marketing Will Play A Major Role in Defining a Brand 11 Localization and Globalization No Limits No Boundaries But Don't Forget the Local Familiarity
Glocal Thinking
The Value of Pop-Up Shops
Personalize the Event
Merchandise into a Lifestyle Event
The Global Marketplace: Remember No Boundaries
Test Markets That Show Interest
Don't Overlook an Interested Audience
It Takes a Global Village to Build a Sweater
Breaking Down the Barriers of Entry for Reaching the Global Market
Accommodating Local Customs
Ah... but the Lure of American Brands 12 Imagine the Possibilities
the Role of Virtual Reality in the Future of Retail Technology Will Create Our Greatest Fantasies Online and In-store
Disruptors That Create Change and Innovative Thinking
Too Many Stores
Reimagining the Mall to Address Modern Lifestyles
Social Media Is the Magic Bullet That Changed Everything
The Science of Online Marketing
Online Media Buying Simulations Are a Great Learning Tool
Today Everyone Has Access to Style
The Power of Influencers
New Communication Content Is Necessary for the Web
Testimonials
Merchandising the Experience
Optimization Makes Sure the Message Gets Through
Where Are We Going?
And the Future...