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The Internet and eCommerce have brought
a myriad of changes for both consumers and businesses. Consumers
are benefiting from a wide, even overwhelming, number of
choices as well as the convenience of purchasing all kinds
of products with the click of a mouse. Companies are faced
with increasing levels of pressure to win customers during
a short window of time online. That is why creating a strong
Web presence and building a trusted, instantly recognizable
brand is crucial in today's fast-paced e-marketplace.
Firebrands unveils beginning-to-end
strategies for strengthening your company's brand online
and building customer loyalty. Focusing on two dozen case
studies including IBM®, Yahoo!®, Fed Ex®, and
Amazon.com®, and offering an in-depth explanation of
digital branding, this insightful book illustrates some
of the best practices carried out by today's top online
brands. Expect authors Michael Moon and Doug Millison identify
and analyze branding successes and failures and provide
a roadmap for implementing effective brand-building strategies.
In today's ever-changing digital environment, this book
is an invaluable tool for anyone interested in understanding
what makes eBusiness work.
Michael Moon is co-founder and president
of GISTICS Inc., an internationally renowned research and
executive education firm. He and his firm track key developments
related to the interactive corporation and its four disciplines:
electronic commerce, digital branding, smart media, and
process management. He delivers a series of executive seminars,
workshops, and Web-based tele-seminars in North America
and abroad and advises major international corporations
on strategies for branding, eCommerce, and rapid market
entry into technical markets.
Doug Millison is a freelance writer and
editor based in the San Francisco Bay Area. In the early
1990s he helped shape the interactive media designer and
developer community as cofounder and editor-in-chief of
the pioneering magazine, Morph's
Outpost on the Digital Frontier.
More recently, he co-authored a best-selling book for Web
designers and developers, Creating
Killer Web Sites, Second Edition.
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