Re: Branding and marketing

From: Chen Sun <chen_at_WebAndNet.com>
Date: Tue 13 Feb 2001 18:04:05 -0600

PRAMOD KUMAR <pramod_at_hwr.bhel.co.in> WROTE:
> What are the tools employed for BRAND promotion in
> cyber media? Does any body knows of a site which
> specialises in Brand promotion?

TO WHICH BOB RIOS <robert.rios_at_expanets.net> REPLIED:
> 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. The few details that I have for
> the product that we're developing is an application
> used for the internet. When it comes to branding what
> kinds of things do you think of. What comes to mind for
> me is print (which may include, brochure, sales
> literature, newsletter, collateral materials) Online
> marketing, press releases, testimonials, slogan, logo,
> TV Radio, Out door/Transist, standards manual, direct
> mail etc....

Response to Bob Rios and Pramod.

Here's my opinion on Internet branding. Internet
reverses many traditional branding techniques that are
based on "push" media. One of the great strengths of
the Internet is that it's a "pull" media.

Most marketing media--TV, radio, newspapers--are, from
a commerce perspective, technologically "push-ads"
media concerned with "pushing" messages. These
messages may be embedded with a "pull" content, eg
entertainment or information, but principally, the
commerce that occurs is "push" oriented--an ad, name,
market position.

The Internet radically changes the marketing of
"branding" in that the web has competitive advantages
in "pulling" information in. Compared to the other
media, the Internet is magnitudes less costly to "pull"
information, as in a search engine search, a database
search, a price comparison engine.

This reversal in comparative strength of the media
technologies inherently reverses the approach in
Intenet branding.

The buyer can now "pull" in all kinds of information
that enables him to compare. For example, because the
web quickly enables pulling in of detailed
specifications and evaluations for comparisons,
branding investments become less valuable. The
investment in traditional branding techniques thus
yields less returns; the clearest example here is
price-shopping robots which immediately alters a
distributors' branding investments.

Web branding will shift to branding of manufacturers
and branding of web tools that evaluate the products.
There will be less of "advertising" and banner ads to
promote branding--and in general, less "push" oriented
ads, and more "pull" influencers.

How this will be done? There are innovations being
developed and of course, our company has one called
eSearchGen, that changes the entire complexion of
marketing and branding. Wait about 2 years, and you
will be using these types of products regularly. These
products will be using "pull" technologies rather than
the current "push" technologies.

Chen Sun
President
WebAndNet
a Web Inventions eNterprise
chen_at_WebAndNet.com
281 804 6246





Received on Tue Feb 13 2001 - 18:04:05 CST