Re: Corporate branding and domain names

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 01 Apr 2003 07:20:43 -0600

Hi Teri:

FWIW, I believe that adopting a master brand strategy is the right
way to go. The key thing to remember is that is doesn't have to
happen all at once. Let your guy keep his separate web sites, but
phase in the master brand over time. In this way, your guy's worries
that sudden change will turn off current users will evaporate.

In the meantime, build any new sites (and duplicate the old ones)
under your product.domain.com discipline.

Over time, everything will converge nicely under the master brand,
and build the value you seek.

--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Big Time Branding (SM) http://www.RobFrankel.com
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Received on Tue Apr 01 2003 - 07:20:43 CST