Publisher's Synopsis
Bestselling marketing guru Al Ries and his daughter and partner Laura divulge the revolutionary strategies needed to successfully build your company, product or service into a profitable brand using the Internet.
The Internet is a powerful new marketing tool that no business can afford to ignore. Using examples and anecdotes from their own consulting business with top brands Al Ries and Laura Ries demonstrate how Internet branding really works, who can benefit most from it, and where traditional marketing can still fit in.
Not since television took off in the early fifties has the world seen such a technological revolution. The Internet will take its place alongside the other major communications media (books, periodicals, radio and TV) because of the powerful new attribute it exploits: interactivity. Interactivity will define what works on the Internet and what doesn't - traditional advertising will never work there because interactivity allows customers to control what they are exposed to. Branding is all about communication, and the Internet is the one medium which allows that communication to flow both ways.
11 Immutable Laws of Branding on the Net reveals the revolutionary strategies that create successful branding on the Net. Including:
Deciding whether the Internet is a business or a medium
Building interactivity into your site
Searching for the killer name no-one will forget
Full of practical advice and marketing savvy, this smart and snappy read will be invaluable to marketers everywhere.
