From Bricks to Clicks: 5 Steps to Creating a Durable Online Brand

by Douglas E. Rand and Serge Timacheff

The convergence of the Web and branding profoundly changes our world and resides at the heart of the New Economy. Particularly in the post-crash period of the Internet age, where financiers and... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0071371893
• ISBN13: 9780071371896
• Release Date: June 2001
• Publisher: McGraw-Hill Companies
• Length: 303 Pages
• Weight: 1.50 lbs.
• Dimensions: 1.2" x 6.2" x 9.3"

Customer Reviews

Excellent, Simple, Valuable

This book really hit a home run for me. It was easy to understand and well written for a Business Marketing book dealing with its subject. The 5 Step Framework should work for anyone needing help in planning to launch and effectively brand a website, as well as any product or service that might not be related with the Online world.In fact, the Authors' 5 Step Framework is quite practical to apply to any type of business with any size marketing issue. The saavy Marketing Executive will be able to apply this Framework to guide them through a refined process resulting in successful execution of their projects!My bet is that this book will result in a cult following ala G. Moore's "Crossing the Chasm" and M. Hammer's "Reengineering the Corporation"! I also think that it would benefit the college student seeking additional reading materials....because they don't teach this in Buisiness School....yet! ...Five Stars...

Great Knowledge and Info -thanks for sharing!

"From Bricks to Clicks" is an easy read that provides a straight forward framework, or process if you please, for creating an Online Brand. In my opinion, I trust that the 5 steps could easily be applied to any business whether online or not! I am flabber-gasted to think that finally in 2001 that this is the first book I have read which clearly addresses these complicated and sometimes overwhelming marketing issues that most every company faces from time to time.The book's real world examples highlight the authors' experiences, knowledge and how they arrived (step-by-step) at excellent solutions to the problems. Implementing the defined process proves its value time & time again in the book. The 5 step framework they describe is simple and should be easy to apply to small and large projects at any size company.I am pleased that they would share this knowledge and their 5 Steps Framework in this book. I recommend "From Bricks to Clicks" for any high-level Marketing Executive and I look forward to future books or seminars by the Authors.

A New Brand Perspective

This book is pleasantly different from the other brand books out there, not only because of the method, but also because it logically articulates branding on and off the web-- and integrates it with other areas of marketing. Lots of times branding is a distant cousin to marketing and corporate communications, and this book makes it all fit together. As the creator of a small business, it's useful to me but I can also see how it will help big corporate executives as well. An enjoyable read, and very useful.

Great Brand Book...

This book answers a lot of my questions about how to make branding more of a tangible part of business. It is not so much written about the dot-com failures and successes as it is how the web is integrated with a method that's worked for a long time ... which I think is much more compelling. The international/global elements also added a lot because U.S. companies really need to understand this side of things better. It's an interesting, quick read. The only pseudo-negative I might add is that the cover information actually does the book an injustice ... it sounds too web-centric when in fact the book goes far beyond that. A great alternative and next-step book after the trout/ries and geoffrey moore texts.

Perfect timing

a great book about branding and marketing with substance! Most of the books I've read about the web, marketing, and web-marketing either use case studies (many of which are quickly obsolete) to make their case or branding theory. From Bricks to Clicks clearly is written with an understanding of both the value of hard-core branding (not just creating a logo, but building a brand by building a business) as well as what business is all about. I found it engaging and interesting. I especially liked the section on globalization ... I don't think I've seen that discussed adequately anywhere, and this is a great start with really good insight. The last 18 months showed what happens when companies forget/or don't know the basics of identifying and selling value - this book makes doing that right a lot more understandable.