What a long strange trip it's been
Several times I have read Rob Frankels diatribes about the
"value" of Internet branding. For most companies trying very
hard to make their models work effectively "Internet
Branding" for branding sake is a very expensive,
questionable and always upside down economically as an
exercise. In fact, the only companies with pockets deep
enough to afford "Online Branding" exercises are Fortune 500
or highly financed companies with burn rates tolerated by
investors in the name of a .com venture. In the words of
Seth Godin, "Internet branding is an oxymoron"
If you make your living selling products or services online
this is one of the most obvious realities one encounters
when in the space for a while. Yet we have RF voicing the
advantages of this fruitless exercise to anyone who will
listen. I wonder if every industrial revolution had it's
cure all salespeople? Branding in the offline world is
difficult to measure... online it is almost impossible. This
makes it easy to report on or write about, because there is
no accountability.
I finally realized that RF wasn't as interested in branding
anything else online other than himself. In fact in the
signature of a few lines we see the name Frankel seven times.
Rob Frankel, columnist, consultant, author
Big Time Branding (SM) http://www.robfrankel.com
Subscribe to FrankelBiz for FREE at:
http://www.robfrankel.com/frankelbiz/form.html
Toll-Free USA & Canada: 1-888-ROBFRANKEL Mailto:rob_at_robfrankel.com
So Rob, touche for nothing else but forwarding your own interests.
In a monumental turnabout RF is now in the direct marketing
business. Branding well running a little dry? We were
recently invited to have a look at Robs newest idea, a
loosely described affiliate program within the Frankelbiz
community for all the Frankelbees. The program might mention
Frankel lots of times but what is woefully missing was any
description of what was involved in joining the program or
how anyone would actually benefit. Hmmmm...
As a veteran of affiliate program set up, development and
execution for several years I respectfully suggest you will
have to do better than that RF. Welcome to the "Cyber Heart
of Darkness" . Just remember in the immortal words of who
knows who......You can fool some of the people some of the
time...but....
Not that I'm whining or anything.
======================================================================
Bob McLauchlan
Director of Marketing
QSound Labs "Think of it as Audio with Attitude!"
Voice (403)291-2492 ext 248
Fax (403)250-1521
E-Mail rem_at_qsound.com
Visit our website http://www.qsound.com
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Received on Sat Mar 27 1999 - 09:45:31 CST
