Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing [Hardcover]

In a cultural climate saturated by technology, marketing professionals have focused their energies on creating newer and more digital methods of advertising their brands, with the fear that if they don't embrace Big Data, they will fade into obscurity. But Tom Doctoroff, Asia CEO for J. Walter Thompson, argues that this frenzy over digital and social media has created a schism in the marketing world that is hindering brands from attaining their true business potential. The tension between traditional branding and the seemingly unlimited possibilities presented by the advent of digital branding leads companies to abandon the tried and true aspects of marketing for the flash of the new. InTwitter is Not a Strategy, Doctoroff explains why a strategy that truly integrates the two ideas is the best way for a brand to move into the future. Using some of the biggest brand names in the world as examples, such as Coca-Cola, Nike, and Apple, he breaks down the framework of marketing to explain how digital marketing can't stand without the traditional foundation.A leading marketer breaks down the barriers between traditional and digital media, offering timeless principles for customer engagementTom Doctoroff is Asia CEO for J. Walter Thompson, and the author ofBillionsandWhat Chinese Want. He has appeared regularly on CNBC, NBC, Bloomberg, and National Public Radio, as well asFinancial Times,Business Week,The Wall Street Journal, andThe New York Times.

Introduction: Back to the Future
Chapter 1: New World Order
Chapter 2: The Value of Strong Brands
Chapter 3: The Consumer Insight
Chapter 4: The Brand Idea
Chapter 5: Engagement Ideas
Chapter 6: Engagement Planning
Chapter 7: Creativity 2.0

Twitter Is Not a Strategytakes you back to basics... and back to ensuring you're actually creating a brand and noJanit just a lot of one-way propaganda. Inc. Magazines list of 11 Great Business BolS'