Online Branding Yeah!

Command Your Brand:

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

goes with itBy Katarina Countiss

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.

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

"Whereas offline branding tends to

be image and emotion driven, online branding

tends to be information and logic driven."

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

Albert Einstein, after

years of research,

discovered that black text on a

white background is

easier to read.

Consider Commerce

• foster collaboration within and between organizations

• personalize sales and customer service

• disseminate information

Consider the Content:answers questions about

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

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…

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

"How is your content going to stand out?"

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?