Re: Branding?

From: Steve McKee <smckee_at_swcp.com>
Date: Thu 9 Mar 2000 08:03:22 -0600

PATRICK GAMBLE WROTE:
> '100% of the money spent on advertising is wasted.
> The trouble is, I don't know which 100%'.

Great, Patrick. You put up a website and hope people
will come. I'll put up a website and brand it well
with traditional media. Do you really think you're
going to beat me? You were right that most of the
money being put into branding by dot coms is being
wasted, but for the wrong reason. Most of the money is
being wasted because the people in charge of "branding"
for these companies don't understand it, as evidenced
by your post. Ask Priceline, ask Amazon, ask Yahoo and
ask E-Bay, and don't forget to ask AOL (which controls
roughly have of all US web traffic) among dozens of
other successfully branded sites. "Branding" isn't
accomplished simply by running a TV commercial (which
many dot coms think it's all about), it's leveraging
each communications vehicle-online AND offline-based on
it's unique characteristics.

By the way, I had never heard of your company prior to
your post. You just "branded" it in my mind.

Steve McKee
President
McKee Wallwork Henderson




Received on Thu Mar 09 2000 - 08:03:22 CST