Re: The Value of NBCi (was GoTo Policy Change)

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu 03 May 2001 11:36:19 -0500

ROB FRANKEL <rob_at_robfrankel.com> WROTE:

>You CAN change the mind of the consumer. And having
>lots of bucks sure helps. But you can't substitute money
>for strategy.

TO WHICH DON MAKOVINEY REPLIED:

>Actually (respectfully) that is not a good example.
>You weren't entering an entirely new market which would
>require that your customers think of you in an entirely
>new light. For instance, before the "pay" version of
>Frankel Tips, people thought of you as a marketing/
>branding/advice resource (or something like that).

Actually, not true, FrankelBiz is a transaction list
where people build their businesses by offering each
other business opportunities, discounts and such.
No discussions. FranklTips is the forum in which
there's discussion of revenue generation through
branding tactics -- and I still plug each other's
businesses as resources.

ROB FRANKEL ALSO WROTE:

>After the "pay" version came out - people still think
>the same thing. They still haven't "changed their
>minds" about what you do.

The point here isn't about changing their minds about
what I do -- it's about monetizing the brand, and
transitioning users to a revenue-generating product.

DON MAKOVINEY REPLIED:

>The first thing that comes
>to their minds AFTER is the same thing that came to
>their minds BEFORE. Whether it's a pay or free service
>is irrelevant.

Wow, I have to disagree here. The whole point of
branding (IMHO) is proven by a brand's ability to
command real dollars AND loyalty. This is the main
complaint that marketing people have about branding
-- they can't seem to understand how it pays out on
the bottom line.


>With NBCi, people said "NBC? Isn't that the TV station?
>Now they think they are an Internet Company? What are
>they, a TV station or an Internet company?"

That may be true, but the problem there was with the
brand name, not the brand itself. I agree, they handled
a lot of stuff very badly and the name issue was one example.
But the NBC brand does have a lot of value. And I still
believe that they could have launched a viable enterprise
backed by strong credibility if they had been wiser
in their branding strategy and implementation.


Rob Frankel, "Yes, I really do turn users into evangelists
for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
FrankelTips Weekly at: http://www.FrankelTips.com
The Book/Tapes: http://www.RevengeOfBrandX.com
FrankelBiz for FREE at: http://www.FrankelBiz.com



Received on Thu May 03 2001 - 11:36:19 CDT