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Rating: 
Summary: The best that I've read
Review: As a marketing professional who has struggled to make the transition from traditional to cyber marketing and branding, I have read many related books and articles. "Cyberbranding" has stood out among the others to make sense of a very complex topic. Breakenridge's writing style is clear and conversational, and the information she provides is more relavant and insightful than similar texts. I also found the unique page layout and frequest case studies/interviews helpful in making this book fast reading. I would recommend this book to anyone in a related field that needs to get a better grasp on cyber topics, or even to people not involved in brand development who just want an interesting read on a timely topic.
Rating: 
Summary: Cyberbranding
Review: Cyberbranding is an easy to read Internet branding book. I found myself with several choices on this topic and felt I made the right one. The conversational style and the author's use of anecdotes and case studies is extremely helpful. It's critical to learn and understand the do's and the don'ts of branding online. Reading about some of the larger companies right down to the new dotcoms and their strategies was not only interesting but informative. This book covers it all from the simple 101 lessons to other detailed chapters that delve into relationship building strategies and ways to increase Website retention. I would recommend this book to people who are not looking for long drawn out technical explanations and charts, but rather those professionals that desire to read a book on the lighter side, one that breaks down a very complex topic into simpler terms. Cyberbranding is a good choice for those who are in the marketing profession and need to take a crash overview course in what it takes to develop a brand online.
Rating: 
Summary: Rudimentary Brand and (e)Marketing 101
Review: If you have just received your Introduction to Marketing certificate from the back of a matchbook school based in Siberia and, have never explored the Internet beyond your pre-set homepage, then this book is for you. Otherwise don't bother with 'Cyberbranding'. 'Cyberbranding' (and let us hope this inane moniker doesn't stick!) is an inconsistent, repetitive, contradictory and crammed full of e-codswallop apparently cobbled together from contrasting sources, views, opinions, out-of-date statistics and lists. For anyone with a smattering of e-marketing knowledge you will find that you have heard it all before - probably 4 or 5 years ago. If you are looking for a clear definition of what eBranding (cyberbranding) is and is not then I'm afraid your search must continue. The author finally does make a stab at a "simplistic'" definition of cyberbranding on page 72, but the explanation is so long in coming, and so long in explication (running on at 66 words) you know the author doesn't know what it really is. Most of the book deals with absolute basics: Chapter 1 is Brand 101; Chapter 2 - 5 is eMarketing 101; Chapter 6 is Web site Design 101; and so on. Chapter 11 is Traditional Research Methods 101 and is obviously adapted from broadcast research methods since the chapter text suddenly changes from 'online customer' to 'audience'. Other chapters are modified lists and out-of-date survey quotes and statistics. One gets the impression that this book started out as a 'Lunch and Learn' 100,000-foot overview web site creation presentation and was brand-expanded via 'a camel is a horse built by committee' mindset. "Back in 1999, companies were only just turning their brands in cyberbrands," declares the author. May I strongly suggest that as soon as a company creates their Internet channel they are cyberbranding - AND that happen long before 1999 (the author even makes note of this in a detailed examination of Yahoo and Amazon). The case studies presented are mostly irrelevant to eBranding; the comments are textbook marketing generalizations with an 'e' added for perceived value. Is there anything of value in 'Cyberbranding'? Yes, a few hidden gems such as developing a Web site (Chapter 6, page 88) or online development issues (Chapter 23, pages 323-324). However, like real-life diamond prospecting, there is a ton of slag you have to dig through just to find the small deposits. As I understand it, eBranding is an extension of the overall Brand Promise to ALL current and future corporate digital channels (Web, Wireless, email, etc.) It is Strategic. E-Marketing is the action on the promise. It is Execution. By not recognizing this, this book presents a narrow focus on the development of a corporate web site and the e-marketing and promotional tactics that should be applied. In the end, 'Cyberbranding' - like the 1999 online Toys 'R' Us holiday season fiasco - doesn't deliver.
Rating:
Summary: Essential 21st Century Readin
Review: This book lays down the law on the new methods and rules for creating brand awareness in the Information Age. When clients are running from one methodology to another, often too busy and too uninformed to stop and learn about the incredible Internet opporutnities, Ms. Breakenridge is there to point the way. An accomplished public relations professional, her writing style is easy to understand and incorporate into any business plan. Whether you are a seasoned brand manager, guerilla marketer or newby just starting out in the field, the author has something to offer. The book is a fast read - I read it in a long weekend - and you will walk away with at least 10 good ideas that more than double your investment in time and money.
Rating:
Summary: Essential 21st Century Readin
Review: This book lays down the law on the new methods and rules for creating brand awareness in the Information Age. When clients are running from one methodology to another, often too busy and too uninformed to stop and learn about the incredible Internet opporutnities, Ms. Breakenridge is there to point the way. An accomplished public relations professional, her writing style is easy to understand and incorporate into any business plan. Whether you are a seasoned brand manager, guerilla marketer or newby just starting out in the field, the author has something to offer. The book is a fast read - I read it in a long weekend - and you will walk away with at least 10 good ideas that more than double your investment in time and money.
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