eBrands

Though short on education and heavy on inspiration, eBrands is a readable testament to the importance of branding in the age of e-commerce, and those who choose to ignore the subject itself do so at their peril.

Unfortunately, neither did many of us, and we have come to e-commerce as a way to develop existing businesses and infiltrate new markets. Therefore, at first glance, Carpenter's eulogies to a select group of the Internet's outstanding businessmen and women may seem highly irrelevant.

And, to a certain extent, it is. The case studies covered in the book - Yahoo!, CDNow, iVillage, Onsale, Barnes & Noble, and Fogdog Sports - all exist and have cornered, with a few lucky others, their respective markets.

However, if you can ignore the back-slapping introductions and get past the fact that Carpenter thinks he's pretty cool hanging out with these Web wonders, then there is some real substance to eBrands. The case studies he chooses have all had to create and maintain an Internet brand that attracts browsers and turns them into loyal customers.

The information on Yahoo's marketing campaign alone is enough to warrant the purchase price, and anyone looking to be successful in the online environment could do a lot worse than adopt some of its guerilla marketing tactics.

Though short on education and heavy on inspiration, eBrands is a readable testament to the importance of branding in the age of e-commerce, and those who choose to ignore the subject itself do so at their peril.

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