Firebrands: Building Brand Loyalty in the Internet Age
Product Description
(Osborne) Unveils beginning-to-end strategies for strengthening company’s brand online and building customer loyalty. Includes case studies dealing with IBM, Yahoo!, Fed Ex, and Amazon.com. Offers an in-depth explanation of digital branding and illustrates some of the practices carried out by top online brands. … More >>
Firebrands: Building Brand Loyalty in the Internet Age
Tags: Brand, Building, Firebrands, Internet, Loyalty
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.
Rating: 5 / 5
A new leader has emerged to guide Corporate America through the confusion and hype of branding in the New Economy. His name is Michael Moon. Write it down.
Rating: 5 / 5
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!!!!
Rating: 5 / 5
No one understands branding in the digital space better than Michael Moon. If you work in this space, this book should be your bible…
Rating: 5 / 5
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.
Rating: 5 / 5