CEO at Econsultancy
07 October 2000 18:36pm
Online branding is much discussed and debated - what is Amazon as a brand for example? It doesn't look that great, but it does work well. What does that mean in online brand terms?
McKinsey's white paper on this subject (you need to log in but it's free at
http://www.mckinseyquarterly.com/article_page.asp?articlenum=860&Function=Marketing&L3=Dig&L3A=Digital) argues that online the customer experience is the brand and the brand is the experience. Sounds simple but it has far reaching consequences: everything from design, usability, functionality, content, fulfilment and delivery are part of the brand so you need to get them all right. Real world value propositions tend to be 'point solutions' whereas online you can build relationships and offer total solutions and a complete service.
This paper also looks at different forms of digital brand promise, how to deliver on those promises and what the underlying business models might be.
Only 10 pages long but, in my view at least, nicely sums up online branding.
Free market research on digital marketing
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