Re: Loyalty to Brand or Content

From: Ivan Weltman <>
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

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,
We review free software.

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


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