Brand Digital: Simple ways top brands succeed in the digital world

Allen Adamson

In his book 'BrandDigital', Allen Adamson explains why digital technology has not changed the basic rules of building a powerful brand but, rather, magnifies everything we know to be true, from collecting superior insight about our customers, to identifying a simple and relevant brand promise based on this insight, to delivering on this promise.

BrandDigital: Simple ways top brands succeed in the digital world

Allen Adamson

In his book BrandDigital, Allen Adamson explains why digital technology has not changed the basic rules of building a powerful brand but, rather, magnifies everything we know to be true, from collecting superior insight about our customers, to identifying a simple and relevant brand promise based on this insight, to delivering on this promise. In this extract, he shares why the just-launched paperback edition couldn't have come out at a more opportune time, how companies like Ford are using digital technology and tools to...

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