NONE: Re: ONLINE-ADS>> P&G/branding
Re: ONLINE-ADS>> P&G/branding
Kim Andersen (kim_at_whitehouse.dk)
Fri, 28 Aug 1998 07:29:48 -0500 (CDT)
At 10:25 AM 8/26/98 -0500, Patrick Murphy wrote:
>There's a lot of hype surrounding the
>Internet, but one thing is sure: e-commerce works. Whether it's
>direct marketing (e.g., Dell, Amazon.com) or the auction model
>(eBay) or good old-fashioned price competition (E*trade),
>branding has nothing to do with it.
Branding has everything to do with it, Patrick! Branding is the
very foundation for e-commerce - the above-normal value creation
achieved through strong brand relations may be conducted on
different levels in the value chain but nevertheless branding is
the only sound choice from a strategic perspective in most
industries. You do, in fact, confirm this maxime when mentioning
marketers like Dell, Amazon, eBay and E*trade who all depend on
delivering much more than just computers, books, arenas and
comparisons.
What people from specialized niches often neglect is to bring
their point of view into a broader context - which is what
strategic planning, including planning for web marketing, is all
about. Yes, the new media paradigm offers a great deal of promise
for the DM-discipline but it can also bring significant leverage
to the methodology of mass communication. Therefore, P & G is
right on track in their ambition to jump-start a new era of
integrated marketing.
Recently, I got framed in ICONOCAST for advocating the belief
that branding on the web was possible without synergy from other
media vehicles. I never, ever claimed this to be the case in my
exchanges with either Marlena/DDB Needham or Jim/Hawk Media. This
is why I use the term "integrated" over and over.
Kim Andersen
Project Manager
WhiteHouse Advertising (untill the end of this month)
Plus2 Marketing (from 1st September)
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