Summary of Branded!

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Branded! book summary


7 Overall

7 Applicability

6 Innovation

6 Style


Bernie Brennan, former chairman and CEO of Montgomery Ward, knows practically everything about retail. Lori Schafer has 25 years’ experience as a retail technology expert and understands the Internet inside and out. Their retailer’s guide to social media and mobile technology will teach you how to use these marketing channels to move the most merchandise to the broadest online customer base. Though Brennan and Schafer’s ideas seem a little late to market, getAbstract recommends their book for its valuable case histories showcasing prominent retail firms’ mobile-marketing campaigns and their activities in the social media world. This is a solid lesson plan for retail executives who want to harness the Internet’s retail sales and marketing channels.

In this summary, you will learn

  • Why social media and mobile devices are good promotional channels for retailers, and
  • How top companies put these channels to work.

About the Authors

Bernie Brennan is the former chairman and CEO of Montgomery Ward. Lori Schafer is a retail adviser at SAS Institute.



Meet Your Customers Online and on Their Mobile Devices
Don’t wait for consumers to walk into your retail establishment. Be proactive. Engage with them online through their activities on social media and their mobile devices. Almost two billion people visit the Internet annually (239 million...

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    Dieter Dratwa 4 years ago
    Good summary...unfortunately the book needs an update to fit recent social media changes and newcomers e.g., Snapchat

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