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Command Your Brand: 7 things to embrace about new media and the new consumerism that goes with it By Katarina Countiss

Online Branding Yeah!

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Page 1: Online Branding Yeah!

Command Your Brand:

7 things to embrace about new media and the new consumerism that

goes with itBy Katarina Countiss

Page 2: Online Branding Yeah!

Based on the article

McGovern, G. (2001, Winter2001). Content Builds Brands Online. JMM: The International Journal on Media Management, 3(4), 198-201. Retrieved February 22, 2009, from Communication & Mass Media Complete database.

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Consider the Computer"For every sentence published in print there are 30,000 sentences published on computers."

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"Whereas offline branding tends to

be image and emotion driven, online branding

tends to be information and logic driven."

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Consider Composition• finding and reading the content• search engine• navigation • grammar • updated• precise language • directories

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Albert Einstein, after

years of research,

discovered that black text on a

white background is

easier to read.

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Consider Commerce

• foster collaboration within and between organizations

• personalize sales and customer service

• disseminate information

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Consider the Content:answers questions about

• product range• Features• Availability• price• Support• customer references• company background, etc.

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Consider the Contenders

Think of the brands that have made it big on the Internet over the last five years: EBay, Amazon, Yahoo, Napster, Microsoft, AOL,Time Warner…

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Consider the Seeker• Practical• Impatient• want to gather content from several websites

• want to quickly solve a problem• Conservative• frequents very few websites• tend to look for branded websites that meet their content needs and then stick with them

• Very wary• Often 'scan-read' • don't like movement on the screen• want your opinion on what they should be reading

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"How is your content going to stand out?"

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Discussion Questions• What would you add to McGovern’s tips for the online brander?

• How have some sites you know disregarded some of these concepts?

• On the other hand, which brands do their online branding campaigns exquisitely?

• If content is so important, why are there still logos?

• Is offline and online marketing a partnership or a competition?