NONE: Re: ONLINE-ADS>> ONLINE Branding Can't work
Re: ONLINE-ADS>> ONLINE Branding Can't work
Rob Frankel (rob_at_robfrankel.com)
Wed, 28 Oct 1998 12:10:41 -0600 (CST)
RAMON RAY WROTE:
>I don't claim to have years of experience in online
>advertising, however I am quite familiar with marketing,
>branding, etc overall. I was walking somewhere in NYC
>yesterday and I realized - there's ABC, CBS, FOX, MSNBC, CNN
>and lets say 10 other TV outlets that have the majority of
>America's 200,000,000+ plus sets of eyeballs. Now on the
>Internet you have the traditional top 5 (maybe we can
>stretch that to top 10) and thousands (millions?) of other
>sites that are seen on a daily basis - HOW IN THE WORLD CAN
>BRANDING GET DONE THIS WAY.
<SNIP>
>For advertisers to get good branding results I would think
>the banner method is not going to do it.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Ray, you're confusing the ineptitude of corporate giants
with the web's inability to brand. The answer to your
question of "how can branding get done this way" is this:
It can't.
Which is why the majors still don't get it and do such a
clumsy job of, well, just about everything. Of course, as
Tevye says in Fiddler on the Roof, "...and it wouldn't make
one bit of difference if I answer right or wrong; when
you're rich they think you really know."
Second, banners don't do anything except advertise. And
advertising is not branding.
Rob Frankel
"Branding is not about getting your prospect to choose you over your
competition; it's about getting your prospect to see you as the only
solution." (sm) -- Rob Frankel
Big Time Branding (SM) http://www.robfrankel.com
Business Opinion Columnist, Ziff-Davis Internet Business Magazine
Subscribe to FrankelBiz for FREE at:
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