Building digital brands
- The spillover effect
- New creative approaches
- Re evaluating media investments
- Getting closer to the consumer
- Implications for marketers
- Need of a new marketing model
- How to build and manage digital brands?
- Personalization tools
- Rethinking the business model
- Building trust
- Brand management
- The total approach
- The promise
- Reasons for repositioning
Online has always taken a back seat to offline in brand building. Yet online offers the best options for building a meaningful brand, options that didn't exist only a few years ago. Companies without a solid digital brand strategy are literally being left behind as leaders build new digital brands.
Reflecting on the current state of online advertising, the majority of online marketers are doing a terrible job of building their digital brands. Advertisers are fighting tooth and nail to produce the world's worst advertising, actually destroying their existing offline brands in the digital realm.
For the most part, if one looks at ads that run during top TV programs or that appear in top magazines, one will find quality in the advertising (even if the ads are a bit dry and boring). But if one looks at a top web site and views a few dozen ads, it will be very difficult to find quality advertising. In effect, the bulk of the ads online do more harm than good to the brands they are trying to build.
In one industry after another, aggressive Internet upstarts are putting established brands at risk, creating very strong brand recognition and enjoying explosive visitor growth. The reason may have less to do with the established brands themselves than with their managers.
Marketers know what a brand is in the physical world: the sum, in the consumer's mind, of the personality, presence, and performance of a given product or service. These "3 Ps" are also essential on the World Wide Web. In addition, digital brand builders must manage the consumer's on-line experience of the product, from first encounter through purchase to delivery and beyond. Digital brand builders should care about the consumer's on-line experiences for the simple reason that all of them?good, bad, or indifferent?influence consumer perceptions of a product's brand. To put it differently, on the Web, the experience is the brand.
[...] Taken together, this means that brands seriously impact shareholder value, which ultimately makes branding a CEO responsibility. A good brand name should: be copyright protected be easy to pronounce be easy to remember be easy to recognize attract attention suggest product benefits suggest the company or product image BRAND MANAGEMENT THE TOTAL APPROACH Brand management starts with understanding what 'brand' really means. This starts with the leaders of the company who define the brand and control its management. It also reaches all the way down the company and especially to the people who interface with customers or who create the products which customers use. [...]
[...] When marketers accept the idea that brand building can be accomplished on line, some spending on TV, radio, billboards, and other non-addressable media may migrate to the Internet. Getting Closer To The Consumer We believe marketers will soon start to use the Internet as a kind of testbed for campaigns planned for print, TV, or radio. One leading-edge marketer, London International, the maker of Durex condoms, is already trying out advertising concepts on its Web site before transferring them to other media where their effectiveness is harder to track. [...]
[...] Sites without a core of loyal customers must devote more capital to acquiring customers and eventually may find it difficult to survive Climbing the trust pyramid BUILDING TRUST THAT LEADS TO SATISFIED CUSTOMERS IS COMPLEX?BUT ESSENTIAL?FOR MARKETING EXECUTIVES. WE HAVE IDENTIFIED SIX ELEMENTS THAT BUILD A "TRUST PYRAMID" (EXHIBIT 5.1 THE BASE OF THE PYRAMID SHOWS THE THREE CORE ELEMENTS NEEDED JUST TO BE IN THE GAME: STATE-OF-THE-ART SECURITY, MERCHANT LEGITIMACY, AND ROBUST ORDER FULFILLMENT. WINNING MARKETERS MOVE WELL BEYOND THE BASICS WITH MORE SUBTLE TRUST BUILDERS THAT DIFFERENTIATE THEM FROM THE ALSO-RANS: CONSUMER CONTROL, TONE AND AMBIENCE, AND, AT THE HIGHEST LEVEL, CONSUMER COLLABORATION. [...]