<P>In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.</P>
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<P>Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today's marketing challenge: clearly defining the business's brand essence using its owned social media channels to personalize the full character of the brand. <I>Creating Brand Cool </I>addresses the importance of developing a unique state of being that personally resonates with today's consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away.</P>
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<P>Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition. It is relevant to all types of business, from small businesses to globally recognized brands.</P>