Re: Branding and Marketing

From: Rob Frankel <rob_at_robfrankel.com>
Date: Wed 14 Mar 2001 18:10:14 -0600

LARRY RAUBACH <larryraubach_at_hotmail.com> WROTE:

>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.

I'll agree and take it one step further: to really be a
Big Time Brand, you offer programs for your users that
make heroes out of them via your brand. The more you
cultivate that investment, the stronger the ties to your
brand, through both rational and non-rational means.

Which means they not only like you better, they also
have a reason to.

That's why they come; that's why they stay.

Rob Frankel

-- Rob Frankel, consultant and author of "The Revenge of
Brand X: How to build a Big Time Brand on the web or
anywhere else." on sale at http://www.RevengeOfBrandX.com
("The Frankel Tapes: Volume One" available there, too!)
Big Time Branding (SM) http://www.RobFrankel.com



Received on Wed Mar 14 2001 - 18:10:14 CST