NONE: Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Re: ONLINE-ADS>> Differentiation/revenue via community/brand
Kenny Sahr (kenny_at_sahr.com)
Fri, 23 Oct 1998 06:52:55 -0500 (CDT)
Brian's message offered lots of food for thought!
BRIAN SARRAZIN <SARRAZIN_at_EARTHLINK.NET> WROTE:
> Web site directors want reasons for visitors to come often,
> and to stay longer when they do. They want sustainable
> competitive advantages that translate into hard currency.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Yep. Turning traffic into dollars.
> This is very difficult in Webland. "Me-too" is a more viable
> competitive tactic here. Many of the usual barriers are
> greatly reduced. However, one very effective means to
> advantage is through the use of successful brands. We see a
> lot of branding deals "this week." The problem is that "next
> week" the good brands will all be gone, so I suggest you
> focus on building your own.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I have what I call "The Oxygen Theory." A successful brand
is oxygen. A demographic needs this content. And it makes
you unique. It says that we shouldn't give a &^$_at_! if the
oxygen we create ends up being contraversial. Oxygen is the
brand that will live beyond its creators lifetime -- its a
lot more important than s/he is!
> But what is the essence of "brand?" What does it symbolize?
> I'm convinced that brands are abstractions of "community."
> It is the real world's shortcut to connecting individuals.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
To me, a brand is something that my audience identifies
with. A successful brand has its audience talking abouting.
And possibly another audience (in my case, teachers!)
"warning" people about your brand's "bad influence." Being
conservative, in my case, never got me anywhere.
> spend the extra money. Yet driving a Mercedes communicates
> to the world something about the driver that driving a Lexus
> does not -- or so the driver, down to his lizard brain,
> thinks.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Yep. There's something "emotional" in a brand. Remember that
Who song that said, "Its the singer, not the song that makes
the music move along." Spin and packaging are even more
important than the content itself.
> I see a world where everyone defines themselves, in part, by
> the products they sell in the personal stores they create at
> a variety of their favorite sites. But then, perhaps I'm
> biased.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
I like the de-centralization of this thing. I don't need to
ask anyone permission for my content. Don't need to worry
about nervous TV network exec's not liking edgy content.
Kenny Sahr
kenny_at_sahr.com
http://www.schoolsucks.com
ICQ 3022891
1-888-SUCKS-99
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