Branding and Marketing

Posted by Chris Brown on October 30th, 2008 in Marketing

Web2.0 or what I call “the Conversation Internet” has helped to enable this collaborative book with 237 authors, edited by Drew McLellan  and Gavin Heaton. It offers insights, how-to tips, marketing techniques and even some humor into the maze of social media, blogs, and Web2.0 sites.

CHAPTER TOPICS:
Each author contributed a single page chapter on one of these topics:

• Manifestos 
• Keeping Secrets in the Age of Conversation
• Moving from Conversation to Action
• The Accidental Marketer
• A New Brand of Creative 
• My Marketing Tragedy
• Business Model Evolution
• Life in the Conversation Lane

I chose to write about “Moving Conversation to Action” because so many business professionals ask me about how to understand social media as it relates to branding and marketing their company. Buy this book if you’re wondering how to use social media to connect your business with the rest of the world. It will help you figure out what to do about it.

HOW TO ORDER
Many months in development, it’s great that it’s finally here. I just ordered my copy last night at Lulu. You can order your copy today as a hardbound, softbound or download ebook.

ICING ON THE CAKE
All proceeds (less printing and shipping) go to Variety, the Children’s Charity. The first book raised over $14,000… and we’re trying to do better with this sequel.

ABOUT THE AUTHORS
Visit my AoC2 page for links to all the authors blogs and more information on the book.

EXCERPT FROM THE BACK COVER

This year’s sequel, the Age of Conversation: Why Don’t They Get It? observes the Internet strategy of exponential growth, more than doubling in size with contributions from leading bloggers, theorists and marketing practitioners.

In a daring challenge to the business community, the individual authors and the collection as a whole, turns the traditional approach to branding, marketing and consumer engagement on its head.  Gone are the top-down, command and control messages that held away throughout the twentieth century.  In are a raft of new techniques that start with listening, responding and action that set the scene for a continuing and evolving dialog about brands, experience, business and community.