Contact: Susan Sanders/The Susan Sanders Agency
214/521-0787 or booksfly@yahoo.com
Bettina Faltermeier/Osborne/McGraw-Hill
510/883-7657 or bettina_faltermeier@mcgraw-hill.com

What do AOL, FedEx, IBM and Microsoft All have in Common?

BERKELEY, Calif., September 2000. One thing! As successful brands, millions of people instantly recognize them, and most importantly, associate a desired and expected satisfaction with each brand. In today's world of e-commerce, instant recognition and benefit association will determine whether an Internet-related business will succeed or fail. Each Web site must become a household name or fade into oblivion.

Yet so many companies fail in their efforts to position their brands on the Web. Why? Either they do not provide a unique and relevant satisfaction to customers, or they have failed as digital storytellers. Osborne Media Group, as part of the Computerworld Books IT Leader Series, now offers the new title, firebr@nds: Building Brand Loyalty in the Internet Age by Michael Moon and Doug Millison to help CEOs, marketing and R&D professionals, and dot.coms quickly define their brand and how to use the Web to tell compelling, outrageous and effective stories to customers, investors, trade partners and staff. It provides a comprehensive overview of brands and how technology and the Networked Economy transform them into distinctive markers that create extraordinary customer loyalty. It uses over 80 graphic illustrations and charts that help simplify often complex technical issues or abstract marketing concepts.

Through their combined 30 years of research and expertise, Moon and Millison have developed the definitive steps for making a company brand sizzle white hot. Just a few of the topics addressed in firebr@nds include: The successes and failures in over two dozen case studies, including Apple, Disney, FedEx and others.

• A roadmap for exploiting the Net's unique brand-building opportunities and competing in the Networked Economy world.
• A thorough description of digital branding and the steps to becoming a firebrand.
• The role of brand managers and their necessary transformation regarding the business model.

ABOUT THE AUTHORS

Moon, co-founder of GISTICS Inc., an internationally renowned research and executive education firm, and Millison, a technology journalist and consultant, specializing in editorial and production design, development, and management for online and print editorial environments, have written this book to be applicable to start-ups or established companies with existing markets. Their vision defines the future, giving companies a blueprint for success!

To set up an interview with the authors, contact Susan Sanders at 214/521-0787.

FIREBR@NDS: BUILDING BRAND LOYALTY IN THE INTERNET AGE, an Osborne Media Group book, 352 pages, $29.99, Publication date: September, 2000, ISBN: 0-07-212449-0.