Creating Brand Cool: Brand Distinction in the Online Marketplace
- ISBN-10
- 1000386368
- ISBN-13
- 9781000386363
- Category
- Business & Economics
- Pages
- 114
- Language
- English
- Published
- 2021-05-17
- Publisher
- Routledge
- Author
- Joan Abraham
Description
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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