e: Branding and Marketing

From: Larry Raubach <larryraubach_at_hotmail.com>
Date: Fri 09 Mar 2001 09:41:30 -0600

BRYCE WALKER <bryce_at_hotwebreviews.com> WROTE:

>The branding discussion has not focused enough on
>asking the question: What does the consumer associate
>with the brand?

Okay, here's my take on Branding and marketing when it
come to the Web...

It's not about banners or more innovative techniques
like interstitials or sponsorships or whatever - that's
just advertising and promotions. At best those can only
build brand awareness (yes an important brand metric) but
they won't necessarily build your brand per se. To do that
online, your website must be top notch relative to your
visitors needs and offer them a compelling reason to visit,
to stay a while and come back and visit again. Optimizing
your website should be your first priority when branding
online. Granted, if you just build it they will not come.
But if they do come and you've built it on a shakey
foundation, they won't be coming back.

Larry Raubach
Product Manager
Corel Corp



Received on Fri Mar 09 2001 - 09:41:30 CST