Re: Brand building through the net
RAJESH MENON WROTE:
> It's one thing to use the Net as another medium which
> allows your prospects to interact with your brand but
> can the medium be used for brand building?
You bet. In fact, the web is the BEST medium for brand
building, because people go on the web looking for
solutions to their problems, not to be sold the way
they are via other mass media. This means that web
surfers are more likely buyers than shoppers, and if
they buy your brand, they'll recommend it to others --
whcih is also what the web is excellent at.
Of course, if you think "brand building"in the sense of
buildling awareness for the brand, that's a different
story. For my money, nothing builds awareness quite
like a few hundred million bucks on TV....
> Second issue (if you'll say yes to the fact that the
> Net can and has been used for brand building) is
> whether the Net is amenable for brand building for all
> product categories or does it do better for some and
> less for others. For example can you build a washing
> machine brand better on the Net as compared to say a
> soft drink brand?
ANY brand can be built on the web in ANY category.
I've seen it. And on occasion, I've done it. Gotta
love the web for its branding ability.
Rob Frankel, http://www.RobFrankel.com
Big Time Branding Guy and Author of "The Revenge of Brand X: How to
Build A Big Time Brand on the Web or Anywhere Else" & "The Frankel
Tapes -- Volume One" on sale now at http://www.RevengeOfBrandX.com
Received on Wed Jan 24 2001 - 18:12:43 CST
