Creating Brand Cool : Brand Distinction in the Online Marketplace (Paperback)

Dedication; Acknowledgements; Introduction: WHAT MAKES ME AN AUTHORITY ON ECOMMERCE MARKETING; Chapter One: ANYONE CAN BE AN AMAZON.COM; Social media allows a more personal brand experience; Social media exposes the brand character; The value of Ecommerce to niche audiences; Customer service is the center core of the brand; The value of online advertising for brand awareness; The value of strategic partnerships for branding; Chapter Two: THE WEBSITE AS BRAND CENTRAL; Where the branding process begins; The art and science of branding; The experience offered on the website; Lifestyle marketing; Technology in the retail environment; Aspiration is cool; Cause Marketing is cool; Ecommerce and brand recognition; And then there is everyone else; Brand awareness provides trust; Search: keyword marketing; Content mapping; The value of design in creating the brand experience; Graphic presentation personalizes the product; Style and design enhanced with partnerships; The consumer loves stories; The website as flagship; Chapter Three: PUTTING THE SENSORY APPEAL INTO THE SELL; Consistency is key for brand distinction; The necessity of tailoring the brand voice; How do we get the message to our audience?; Brand symbols; Emails; Personal means respect the recipient; Online lifestyle networks; Bundled lifestyle Networks; Mobile advertising is all about getting personal responsibly; The Value of media and the research we have access to; Lifestyle marketing is all about getting personal; Failure is a part of success; The return on investment with social media is engagement; Chapter Four: RESEARCH IS YOUR SHERPA; Research process; Methodologies: qualitative; quantitative; primary vs. secondary data; research methods; Evaluating internet sources; Chapter Five: SURROUND SOUND MEDIA FOR ONLINE BRANDING; Cloud living and the impact of data; Research directs the media efforts; Mass media gets personal; And then COVID-19; The websites of traditional media; The best messaging traverses channels; The big picture: mass marketing for big budgets and building trust; Bundled multi-media buys to surround the audience; Localizing the media buy; Direct response + the Internet; Expanding local messaging; Live events + email; A note about landing pages; Daily communication; Collecting and growing an email list; Fashion and music partnerships; Influencers and bloggers: new partnerships for lifestyle cool; Apps; And now: back to surround sound media; Chapter Six: STRATEGIC PARTNERSHIPS FOR LIFESTYLE MARKETING; Co-branding partnerships; Sponsorship of and product placement in entertainment; Magazines as lifestyle partners; Pooling of resources; Creativity and innovation are born out of diverse cultures; Partnerships are service tools for your customers; Walmart and Moosejaw; Chapter Seven: ENTERTAINING THE SALE; IT’S ALL ABOUT THE STORY; The value of original content for online messaging; Entertaining the sale; The online environment demands authenticity; Creativity is the magic sauce for brand distinction; Chapter Eight: MERCHANDISING AN ECOMMERCE WEBSITE; Visit your competitors and stay up to date; Branding partners give tide a sense of style; Personal shopper merchandising; Merchandising a state of mind; How does the customer travel through your site?; Video brings the merchandise to life; Brand building themes; As a style maker your lifestyle showcases your brand identity; The power of social media for inside access; Capsule collections are today’s norm; the need for new never stops; Vintage style; Chapter Nine: CUSTOMIZATION; Customized products enhance the brand image; Technology and data offer new retail concepts; The social channels offer customized service; Personal style offers the best customization; Bundled lifestyle websites customize the placement of online banner ads; Programmatic mapping for customizing online ad buying; Promotions give you something to talk about; Customized products as brand identification; The distinction of a once great city for brand identity; Customized products as brand distinction; Good promotions can lead to a great job; Chapter Ten: CAUSE RELATED MARKETING AND SUSTAINABILITY FOR BRAND DISTINCTION; Colin Kaepernick takes a knee; The commitment must be authentic; Attention to detail with cause branding is essential; Young people have the Ideas and the accessibility; Micro loans change a life; Corporate branding that gives back; Sustainability; Going forward cause marketing will play a major role in defining a brand; Chapter 11: LOCALIZATION AND GLOBALIZATION; No limits no boundaries but don’t forget the local familiarity; Glocal thinking; The value of pop up shops; Personalize the event; Merchandise into a lifestyle event; The global marketplace: remember no boundaries; Test markets that show interest; Don’t overlook an interested audience; It takes a global village to build a sweater; Breaking down the barriers of entry for reaching the global market; Accommodating local customs; Ah… but the lure of American brands; Chapter Twelve: IMAGINE THE POSSIBILITIES; THE ROLE OF VIRTUAL REALITY IN THE FUTURE OF RETAIL; Technology will create our greatest fantasies online and in-store; Disruptors that create change and innovative thinking; Too many stores; Reimagining the mall to address modern lifestyles; Social media is the magic bullet that changed everything; The science of online marketing; Online media buying simulations are great learning tool; Everyone has access to style; The power of Influencers; New communication content is necessary for the web; Everyone today has access to style; Stay focused on the campaign goals; Testimonials; Merchandising the experience; Optimization makes sure the message gets through; Where are we going?; And the future…