Re: Branding and marketing
BOB RIOS <brios_at_xspot.com> WROTE:
> I'm doing some research for a project. And one of
> the things I need to do is to find a site that will
> give me some ideas on branding. ...
>
> Do you have any sites or ideas????
In my opinion Bob, branding per se isn't just an idea -
it's a philosophy - one that eminates from the top
down and is a long term commitment. It's not about
cheap tactics like sock puppets or Super Bowl ads. If
you want some ideas on branding look deep into your
organization and its customers. Find ways to service
them as best you can and at any and every point of
customer contact.
If it's a Web site, make sure it's very user friendly,
easy to navigate and chock full of useful and
regularly updated content. Treat every contact point
as a moment of truth. In today's service and Internet
based economy, strong brands are created by ensuring a
solid, consistent and better-than-expected customer
experience.
When you have your processes down pat, then start
looking at ways to communicate your brand by way of
awareness advertising etc. Pets.com thought that they
had some good "ideas" on branding. Now we know they
didn't.
Yesterday's Procter & Gamble advertising approach to
branding is over (too bad Pets.com didn't realize
this). Today its about creating an experience.
Awareness, while crucially important in measuring brand
equity, should come second to ensuring company
processes and a customer experience measure up. If
they do, a strong brand should be the natural outcome.
Larry Raubach
Strategic Planner
Spire Wired, Inc.
Ottawa, Canada
Received on Wed Dec 20 2000 - 12:44:06 CST
