Branding… Subject of much discussion. In my opinion, branding is the sum total of what all the people around you (Company, Brand, Product) say about you. And the author seems to agree. You can sure do a lot to influence and affect what others think of you, otherwise this book would make no sense, but after that it’s the public, audience, consumer, customer, who decides.
Several times in the book, the author urges us to consider the user journey, from beginning to end, and see where we can better it.
The book covers the expected topics is some depth: social media, search, mobile, online ads, email, and analytics.
As a whole, I found it useful to refresh some notions I already had. If you’re getting started, you’ll learn a lot.