The Art of Digital Branding

by Ian Cocoran

Book Overview

Here's the definitive guide to building a Web presence that will increase revenue, improve customer relations, and enhance brand loyalty. Author Ian Cocoran, a digital brand expert, explains... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1581154887
• ISBN13: 9781581154887
• Release Date: August 2007
• Publisher: Allworth
• Length: 272 Pages
• Weight: 1.45 lbs.
• Dimensions: 0.9" x 7.9" x 8.1"

Customer Reviews

Blink and Branding

The Book on the Nightstand - July 08 The book falling off the nightstand this month is Blink: The Power of Thinking Without Thinking. The take-away from this text is why and how we make snap decisions, and to what degree these decisions should be trusted. I walked away with a solid understanding of the why and how, but less so on the trust and accuracy of snap decisions. Statistically you should go with your first "gut decision", except when you shouldn't. The text left me feeling vague in that area. The Art of Digital Branding contrasts the Margaret Thatcher quote "I make my mind up about someone within the first ten seconds and I very seldom change it" with the research of psychologist Alexander Todorov, that "most people actually make a judgment about someone based on his facial appearance within one-tenth of a second", (page 27). How is this used in design? A study by the Human-Oriented Technology Lab at Carleton University shows that "people can make an instinctive decision as to whether a web site is good or bad in 1/20th of a second", (page 34). An on-line consumer has made a decision to purchase within the first 40 seconds of entering a web site. The design and balance of the first or home page of a site is critical, one of the primary metrics of Google Analytics is the "bounce rate". Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce Rate is a measure of visit quality and a high Bounce Rate generally indicates that site entrance (landing) pages aren't relevant to your visitors. A high bounce rate from the main page reflects that people fled your site after a fraction of a second that your material was unsuitable for them. Like the Prime Minister, they probably won't be back.

A Great Intro to Digital Branding..

A great read for anyone looking to improve their branded website. This book breaks down the digital branding process into a number of logical, easy to understand steps and focuses on what's really important in the eyes of the consumer. It's also written in a very fluid style so it's also an entertaining read (not stale and crusty like some business books!). "The Art of Digital Branding" will be of particular interest to students, General Managers and Marketers who are looking to improve their knowledge of branding online. Web designers may also enjoy it, but as it isn't particularly technically focused they may not find it detailed enough for their needs.

Digital Branding rocks

I am a business adviser and often get asked what constitutes a good website - in future I will just ask people to buy this book. Its an excellent reference for any company that wants to improve it's online image as it nails every concept and explains the likes and dislikes of the average web consumer in detail - including the emotional responses that certain aspects of the website are likely to generate. I also found it humorous and well written - a refreshing change from some of the stuff that's out there.

The best of its kind so far

A great book for those looking to understand the basics of online branding. Concepts covered included positioning, segmentation, basic design, technology, charities and online shopping. I've read a number of online marketing books lately, but from a branding perspective this one is the best so far as its casual humour and easy going language make everything easy to understand and it focuses on the real emotional issues that are likley to influence consumers. The "real world examples" are also a big plus, as are the author's references.