Re: ONLINE-ADS>> P&G/branding

Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Thu, 3 Sep 1998 21:55:03 -0500 (CDT)

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Marlena Schwarz writes:

>In my opinion, we need to stop mixing banners and Web sites together in
>this discussion. In general, banners are very limited, but Web sites
>are not. I have been one of the people saying that branding is best
>left to TV and other media(vs. a BANNER), however I think a
>Web SITE can
>do a great job of branding.

I hate when people "me too" a list, but damn it all, yes. Me too. The
discussion seems to have transfixed banner and web sites, muddying just
what has been meant when one makes the statement "Yes the Web can be
used for branding," or "No, the Web can't brand like TV." A site can do
a fine job in both building a brand and preserving a brand's image when
in the hands of capable stewardship. A banner is not great for
branding. It can be used to build some awareness, depending upon your
target (yes, there is a difference), but you'd be hard pressed to build
much of a brand without more communicative action than that of a banner.

~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062

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