Re: Branding and marketing

From: Bob Gordon <bgordon_at_theautochannel.com>
Date: Wed 28 Feb 2001 10:56:00 -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.

TO WHICH ROB FRANKEL <rob_at_robfrankel.com> REPLIED:

>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.

Right on Rob...how come the guys with the bucks don't
get it yet???

The "advertising no-nothings" have focused in on metrics
that have no meaning... CTR's that are low, only reflect a
lack of actionable interest in the advertisers message,
at that moment, or because the creative misses the mark
or the site the banner is on is the wrong on for the message,
this inno way should be construed as a failure of the medium
or the message carrier.

Unless this attitude changes, the debate over whether banners
work or don't work will become moot, as there will be no viable
sites to place the advertising banners on.

Search engines will become brochure indices, because there
will only be a few content publications to index...unless there
is a recognition of the true marketing power of our fledgling
medium, sometime in the future and it better come soon).

Bob Gordon , Co-Publisher and Principal.
The Auto Channel



Received on Wed Feb 28 2001 - 10:56:00 CST