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Re: Loyalty to Brand or Content

From: Kelley Mitchell <esc1krm_at_ups.com>
Date: Thu 10 Jan 2002 09:19:54 -0500

I concur with Rob Frankel's statement that if Internet.com had a really
strong brand, there would be recognition benefits to mention it when
referring to SearchEngineWatch.com. There is another angle here too though.
SearchEngineWatch.com has a *brand of its own* - it was a reputable and
successful site before coming under the Internet.com umbrella. Long-time
users of SearchEngineWatch (like me!) would see slapping "Internet.com's" in
front of SearchEngineWatch.com as an attempt to take credit for a site that
it had nothing to do with developing.

When does a brand add value? When it connotes positive attributes to a
product or service. For instance, when you go shopping for fabric softner,
do you look for Snuggle or Unilever products? Snuggle is more prominent on
the label for a reason! >>An aside: Unilever did not carry their branding
knowledge over to their Web site. Go to http://unilever.com and try to find
some information on Snuggle - the Web site is all about the corporation.<<


Sincerely,
Kelley Mitchell




Received on Thu Jan 10 2002 - 08:19:54 CST


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