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Naseem Javed of E-Commerce Times writes about why internet branding is important to corporations
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| Even with all the talk of branding, online branding and cyber-branding, it seems that most corporations are below the mark when it comes to having ” distinct personality and visibility”, or “value to the end user”, according to a study by ABC Namebank.
From “Internet Branding: The Corporate Image Challenge of 2006” : Corporations are in need of quick and serious shock therapy to prod them out of the complacency of owning a few flashy Web sites. The exuberance that attended these early achievements fueled the false notion in many corporate boardrooms that their firms had become “the master players of global e-commerce.”
Let’s face it; most organizations were able to perpetrate this misconception because they had a few Web pages linking to the Net. That won’t work anymore. E-commerce has become vast, and it demands a deeper understanding of how to capitalize on this freely available trillion-dollar public infrastructure Author Naseem Javed goes on to point out the major areas that corporations need to work on to stand out online. |
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Posts tagged as:
branding
Internet Branding
Interesting Article on Branding
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Guy Kawasaki tells us about “The Art of Branding”
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| I found this once through MSNBC’s Clicked, and realized that I didn’t get a chance to re-share it. It’s from Let the Good Times Roll by Guy Kawasaki called the Art of Branding.
In it he says: “Focus on PR, not advertising. Many companies waste away millions of dollars trying to establish brands with advertising. When it comes to branding, too much money is worse than too little because when you have a lot of money, you spend a lot of money on stupid things like Super Bowl commercials. Brands are built on what people are saying about you, not what you’re saying about yourself. People say good things about you when (a) you have a great product and (b) you get people to spread the word about it.”
(Emphasis Mine.) While I don’t necessarily think a Super Bowl Ad is a bad purchase (ask Bob Parsons), I agree wholeheartedly that you can’t buy a brand… or else every company with the moolah would have a successful one. It fits so smoothly into the mission of a blog as well. Definitely worth a read. |
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