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Deep Branding on the Internet : Applying Heat and Pressure Online to Ensure a Lasting Brand

Braunstein, Marc; Levine, Edward H.

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The Internet presents businesses with the most potent collection of tactics and new business opportunities they've ever experienced. But the Web is certainly no magic bullet, and setting your business apart requires that you understand exactly how the Internet fits in with all the other elements of your company's growth strategy. Inside, two experts reveal their knowledge of how to deepen and profit from brands in the era of the Internet. Using examples of established companies both large and small, Marc Braunstein and Edward H. Levine trace the steps every successful business must take to develop a strategy that not only surmounts the challenges of e-commerce but, just as important, reinforces customer loyalty. In Deep Branding on the Internet, You'll also discover:


How a deep brand can be the ultimate search engine for your business
Why you should ignore online users and focus instead on customers
How smart, multi-channel brandholders should win on the Internet every time
Why the Internet has a low barrier to entry but a high barrier to profit
How the Web can give you more control over channels and markets that are becoming increasingly fragmented
And much more!


Insightful, easy to read, and packed with practical information, Deep Branding on the Internet is a must-have tool that everyone from a Fortune 500 manager to an aspiring small-business owner will want to read, share, and act upon.

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From the Back Cover:

Find Out What It Really Takes to Deepen Your Brand Using the Internet

About the Author:

Edward H. Levine is cofounder and CEO of Firebrand, the authors' strategic-marketing practice. At 24, Levine started a bicycle equipment company that quickly grew into an industry leader with a network of 2,000 dealers. Today, he leads Firebrand in creating "net new" business for companies such as Esselte Europe, Hasbro, Swiss Army Brands, Georgia Pacific, and Johnson & Wales University. He lives in Rumford and Little Compton, Rhode Island.

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Braunstein, Marc; Levine, Edward H. Author
Published by Prima Lifestyles 2000-08-17 (2000)
ISBN 10: 0761525327 ISBN 13: 9780761525325
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