WE'VE BEEN READING ALLEN P ADAMSON'S BRANDDIGITAL

Allen Adamson’s BrandDigital might appear anachronistic on first inspection. It’s a big book about the fast-moving world of digital media.

Is the book thebest medium for discussing something which is constantly changing? Well, in this instance it appears so. It takes you through some eloquently explained tenets of brand-building and explains how they have changed in the digital context.

Yes, there’s an extent to which a paradigm shift is required, but that doesn’t mean everyone should be racing to get their iPhone and Facebook apps up and running. What’s important is to use the opportunities afforded by digital media. Is it right for you to be on Facebook? It’s possible that it might not be – think about what is appropriate for your brand.

For those of you who are now so digital that the idea of reading any one thing for over 30 seconds is deeply horrifying, don’t worry. Presumably in the light of the effects of digital media on attention spans, the book’s final chapter is a ten page précis of the crucial things to remember. We keep our copy next to the laptop…