Re: Branding online (NOT) ... Thanks!
It looks like my post (out of frustration with Overture this past week)
sparked quite a debate on the definition of brand. I was able to learn
quite a bit by reading all of the responses. In fact, it is funny
because the brand in question is actually positioned as a high-quality,
superior-service brand that has been in existance for over 30 years. So,
I may have mistaken my Overture listing as branding when it is indeed a
sales tactic or distribution strategy.
We are not the lowest provider of this product/service in our category,
but we do offer OUR lowest prices at OUR website. In an industry that
can be quite price-sensitive and where our highest margins are earned
online, it has become important that we help our customers understand
that coming to our website will "guarantee" them our lowest price. I can
see where Overture would run into many problems if it allowed
superlatives, because you would constantly have advertiser A upset with
advertiser B, as well as their users getting tired of reading about the
"best", "lowest", "most", etc. I also see now that we may need to go to
a low price guarantee on our website order to get our point across.
Legal is going to love this one.
Thanks again everyone!
Karen
Karen G. Laughlin
k.laughlin_at_verizon.net
Received on Fri Feb 28 2003 - 17:33:43 CST
