"A thorough exploration of one of the most pressing problems in
marketing: How to cope with the complexities of the digital
world..." Al Ries co-author, The 22 Immutable Laws of Branding and
War in the Boardroom. When businesses began to move their brands
online in the '90s the first step was placing information online.
Brochures were cut-and-pasted to the web. It didn't work, and
companies soon knew brochureware was not the answer. Now, digital
systems are becoming more pervasive, and a parallel epiphany lies
in the not-too-distant future: Data, functionality, rules and
models will not be enough to create, present, grow and preserve
brands. Systems will need to be infused with the brand at their
elemental level. Otherwise, they will simply exist as Slightware.
Slightware - The Next Great Threat to Brands is a must-read for
branding practitioners, designers, marketers, technologists and
user experience professionals.
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