Creating Brand Cool Brand Distinction in the Online Marketplace

• Main Author: Abraham, Joan (Author)
• Format: Book
• Language: English
• Published: New York, NY Routledge 2021
• Subjects: Branding (Marketing); Internet marketing; Electronic commerce
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xiii, 99 pages 24 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9780367693152; 9780367693145

"In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful e-commerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings. Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today's marketing challenge: clearly defining the business's brand essence and using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today's consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away. Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition, and is relevant to all types of business, from tiny businesses to globally recognized brands"--