Re: "Branding Week"?

From: Rob Frankel <>
Date: Fri 23 Mar 2001 11:16:40 -0600


>What about online content providers forming a broad
>based test to show the effectiveness of branding using
>these new banners?

>For a certain period of time (a month?) specific
>banners could be run with no clickthrough, then a
>survey done to see how much of a psychological impact
>has been made.

>Without branding, web advertising is headed to be
>direct mail marketing's ugly stepchild.

I agree with the last statement, but you gotta be
careful here: what you're really talking about is
Awareness, not branding per se. First you create the
brand, then you raise its awareness.

I know, I'm a broken record on this, but this oversight
gets so many people into trouble, because it raises the
wrong expectations and leads to disappointing results.

Rob Frankel,
"Yes, I really do turn users into evangelists
for your brand."
Big Time Branding
The Book:
The Frankel Tapes: Volume One:

Received on Fri Mar 23 2001 - 11:16:40 CST


With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.


Online Advertising Industry Leaders:

Local SEO with Video
Houston SEO
Austin Web Design

Add your company...

Local SEO with Video


Online Advertising Discussion List Archives: 2003 - Present
Online Advertising Discussion List Archives: 2001 - 2002
Online Advertising Discussion List Archives: 1999 - 2000
Online Advertising Discussion List Archives: 1996 - 1998

Online Advertising Home | Guidelines | Conferences | Testimonials | Contact Us | Sponsorship | Resources
Site Access and Use Policy | Privacy Policy

2323 Clear Lake City Blvd., Suite 180-139, Houston, TX 77062-8120
Phone: 281-480-6300
Copyright 1996-2007 The Online Advertising Discussion List, a division of ADASTRO Incorporated.
All Rights Reserved.