Re: Branding and marketing

From: Rob Frankel <rob_at_robfrankel.com>
Date: Mon 19 Feb 2001 10:03:49 -0600

CHEN SUN <chen_at_WebAndNet.com> WROTE:

>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.

Yup. This is exactly what I call The Media
Implosion (in the book), and Chen hit it
right on target. It's actually the reverse
of traditional mass media. The critical
issue here is the realization that end
users go on to the web already having been
sold -- that's why they use search engines.

They're looking for solutions to their
problems, which is the key to my own
technique of branding.

You don't have to sell on the web. You
just have to show them why you're the best
solution to their problem.

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 Mon Feb 19 2001 - 10:03:49 CST