Branding on the Web is like Mining for Fools Gold Marketing Articles | December 3 Devin White Black Jersey , 2001
I am sick and tired of ... geeks touting the beauty of ... brand building and just spouting branding in any context, ... when the term is used with ... or "web" or ...


I am sick and tired of marketing geeks touting the beauty of
branding, brand building and just spouting branding in any context O. J. Howard Black Jersey ,
especially when the term is used with "internet" or "web" or "digital!"
You can't have a conversation today for more than five minutes without
some marketing type throwing in a line about brand building!

Branding doesn't work with the net's warp speed - look at
some of the leading online brand builders, including a certain big
three TV network here in the states and a book seller in Seattle
trying to do classic brand extension, from books to barbecues.

We tell our B2B clients to build a revenue-producing online brand by
developing a campaign that sells the value of their goods or
services! Forget the esoteric Vita Vea Black Jersey , very expensive brand building
campaigns that have no measurable impact! Here are my ten "cliff
notes" to building an effective B2B Brand Online, B2C coming next
article.

1)Do a careful Competitive Web Analysis of your competitors ? you
can't build a unique brand without knowing the lay of the digital
and realworld land! The beauty of the web is that it is a 247365
resource for analysis and you can find out quite a lot from your
competitor's web sites. We've created a comprehensive matrix
of 75-200 items to assess when preparing a competitive analysis
report for a client.

2)Identify your target audience early on as everything flows from
this. You can't conceptualize your creative, graphical imagery Mike Evans Black Jersey ,
content or what type of online media you want to deploy until you
know the size and characteristics of your target audience.

3)Think revenue producing branding ? this translates to marketing
campaigns that deliver sales (the goal of all good marketing
campaigns) by customer acquisition. Meaning, develop messages that
speak to your audience. B2B customers typically want referenceable
data that addresses their needs. "Our xyz services help you
leverage your IT resources by?." Think providing tactical
information to enhance their decision-making!

4)If your early to market or just plain old early stage then you may
want to develop some branding with other complementary partners who
have established names (brands) in your market segment. This can
include joint announcements, co-branded pages; direct marketing or
opt-in e-mail pieces Jameis Winston Black Jersey , etc. Here's an example of a co-branded page
we did for an existing client, PolyServe, Inc.
http:www.polyservepartners

5)Make sure you PR agency and Interactive or Traditional Agency are
all in concert when it comes to building a branding campaign. Your
various messages and processes should be mutually reinforcing.

6)Select an Interactive or Traditional Agency that understands your
unique B2B needs. Consumer branding is much different than B2B
Customer Acquisition Branding. By "understand" I mean ask
them about the types of campaigns they've set up for previous
clients Mike Alstott Black Jersey , what types of media they've used, do they know how to
develop creative that speaks to a potential B2B client ? I love
the "do the Dew" campaign, but this isn't the type of
branding you would want to deploy for an IT Manager who is
contemplating a purchase of your software.

7)How do you measure effective branding on the web? I am not sure if
I have any answer or if I have unlimited answers ? this is such a
difficult marketing characteristic to measure. But Matt Gay Womens Jersey , again,
be "customer-centric" ? ask people who purchase your software or
services what they think. Why did you purchase