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.
Econsultancy’s Internet Marketing Strategy Briefing is free to download for registered members and covers the most important online trends in digital marketing, including customer centricity, channel diversification, data, social media and content strategy.
JUMP is Econsultancy's multichannel magazine in support of the multichannel event, JUMP. In this first issue of JUMP Magazine we focus on a number of areas that will help you to join up your business, including why brands should launch print catalogues and magazines, how to track inbound telephone calls with web analytics, emerging multichannel job roles, and why retailers need multichannel returns policies.
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