Google
 

Re: Loyalty to Brand or Content

From: Ivan Weltman <ivan_at_tudogs.com>
Date: Wed 09 Jan 2002 23:30:39 -0500

You are writing about two different things here; firstly
the notion of an umbrella brand covering a range of
products, secondly whether a single content Web site
should push the name of the site or its content.

For the umbrella problem, it's really a matter of taste.
Ford chose to push the umbrella (Ford) while GM chose
mainly to push the brands covered by the umbrella
(Oldsmobile, Buick, etc.) with infrequent sallies to
push GM. P&G push the individual brands under the P & G
label, not P & G.

Factors that will influence the decision are:

1. Cost. It costs less to push an umbrella.

2. Quality. If one pushes the umbrella, the image of the
umbrella tends to gravitate to the lowest quality product
under the umbrella. Then the image of other products under
the umbrella sink.

3. Homogeneity. Are the individual products homogeneous.
(e.g. all Fords are motorised vehicles.) In a Web context,
is there a common thread to all the Web sites under an
umbrella.

The second problem, whether to promote the name of the Web
site or the content, is hardly a problem at all. Obviously,
if one expects people to visit a content site, it is
because the visit satisfies a need. If you don't tell people
what's in the site, they will hardly feel compelled to visit.
On the other hand, if you don't tell them the name of the
site they wont know where to visit. So you must do both. Tell
them who you are and what you've got.

Ivan Weltman,
http://www.tudogs.com
We review free software.





Received on Wed Jan 09 2002 - 22:30:39 CST


HOW TO JOIN THE ONLINE ADVERTISING DISCUSSION LIST

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
Houston 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.