The art of digital branding
By: Ian Cocoran
Publisher: Allworth Press
Published: 2011
Place of publication: New York, NY
Language: eng
ISBN-13: 9781581158762
Subjects: Electronic commerce; Web sites; Brand name products; Design; Internet marketing
Notes: Includes bibliographical references and index.
Table of contents: title: What's in a name? IP addresses. Domain names. Search engines; title: First impressions last. How the human brain works. Whole-brain branding. The good, the bad, and the largely indifferent. Who has the prettiest child?; title: Say what you mean and mean what you say. About us. Products and services. Contact us. FAQs. News and investor relations. Search engines and site maps; title: It's a small world after all. The hypothetical Pie Co. Brand positioning. Segmentation; title: Okay, you built it ; that doesn't mean they're coming. Online clubs and memberships. The online community. Playing games. Offline/online vouchers. Competitions. Other stuff; title: Functionality now and for the future. Java, Flash, and techie stuff. Functionality; title: The luxury brand debate. Online shopping. The winds of change; title: It's all in the best possible taste. Corporate philanthropy and the web. Charity begins at home. The giving mall. The web's contribution; title: The emotionally intelligent web site. What is emotional intelligence? EI and the branded web site. The web site emotional intelligence model. the emotional impact of a branded web site. The evolution of a branded web site.