Photo: Landor Associates Announces Publication of BrandDigital by Allen P. Adamson

 New Book Demonstrates How Leading Brands Are Embracing Digital Technology

              While Staying True to Basic Branding Principles



    NEW YORK, Aug. 20 /EMWNews/ -- Landor Associates, one of the world's

leading strategic brand consulting and design firms, today announced the

publication of BrandDigital: Simple Ways Top Brands Succeed in the Digital

World, the latest book by Allen P. Adamson, managing director of Landor's

New York office, and author of BrandSimple: How the Best Brands Keep it

Simple and Succeed. David Kirkpatrick, senior editor of internet and

technology for FORTUNE Magazine, provides the foreword.








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    With digital technologies magnifying brand experiences, marketers are

being asked to explore and integrate new channels for engaging consumers.

The challenge is sorting through the abundance of opportunities to

understand what is most effective for the brand, as demonstrated by

participation, feedback and overall engagement. Using case studies from

leading companies like Nike, Johnson & Johnson, Procter & Gamble, and

PepsiCo, BrandDigital explains how to engage in digital activity to deliver

better products and services. Many cases are available with richer,

multimedia content on the BrandDigital website.



    "The shift of brand control from marketers to consumers has been

dramatic and swift, which can mostly be credited to the advent of digital

technologies and the demand for instant information by consumers," said

Charlie Wrench, chief executive office of Landor Associates. "Landor's

clients are embracing this shift, and I believe BrandDigital will provide a

roadmap for marketers who recognize the critical need to leverage digital

for continued brand growth and success."



    Based on over 100 interviews with top branding executives, Adamson

provides an insightful portrait of how new digital developments are helping

marketers better build and manage their brands, and why it's more important

than ever for marketers to remember the most basic principles of building a

powerful brand: to gain significant insights about consumers, and to

establish a simple and compelling brand promise.



    "Digital technology has not changed the basic principles of brand

building. What once was necessary to do our jobs is still necessary,"

explained Adamson. "Whether one refers to it as a channel, a medium, or a

discipline, digital technology has served to redefine the scale of power of

the essential truths of branding. My objective is that everyone who reads

this book becomes comfortable inside their digital skins."



    While the rise of blogs, online communities, widgets, and social

networking sites are making it easier for marketers to reach consumers -- a

first in brand-led business -- marketers are being asked to stretch the

boundaries of traditional media to connect, and ultimately, keep up at an

accelerating rate with consumers. This often seems like a daunting task,

but using a straightforward and familiar voice, Adamson identifies (and

answers) the essential questions marketers must ask prior to embarking upon

any digital endeavor.






    Among the topics discussed in BrandDigital are:

    -- Developing search functionality as part of your marketing mix

    -- Choosing the proper technology to reach a particular audience

    -- Creating a successful viral campaign

    -- Using consumer-generated content for gathering meaningful insights



    BrandDigital is published by Palgrave Macmillan, and is available

beginning today, in print and e-reader format.

    About Landor Associates:



    Landor Associates is one of the world's leading strategic brand

consulting and design firms. Partnering with clients, Landor drives

business transformation and performance by creating brands that are more

innovative, progressive, and dynamic than their competitors.



    Landor is part of WPP, one of the world's largest global communications

services companies.



    For more information, please visit http://www.landor.com.



    About Allen P. Adamson:



    Allen P. Adamson is the author of BrandSimple: How the Best Brands Keep

it Simple and Succeed and managing director of the New York office of

Landor Associates. Adamson has worked with some of the world's leading

organizations, overseeing branding efforts for clients such as Diageo, GE,

PepsiCo, Pfizer, Procter & Gamble, Sephora and Verizon. Adamson has

appeared on CNBC, FOX Business Network and on NBC's Today show. He is often

quoted in the New York Times, the Wall Street Journal, Advertising Age, USA

Today and Brandweek.



    For more information, please visit http://www.branddigital.com.