Brand Central Station: What makes a winning brand?
by Jim Sterne, President of Target Marketing
Applied Research & Consulting got 550 Internet users on the phone,
divided them up into five age groups and asked them about online brands.
The results showed up in the special Interactive Future edition of
Advertising Age last month. And there, we learned what is important
to surfers of all ages.
The most important brand characteristics to these surfers across the
board were: Secure. Trustworthy. Convenient. Private. Fast.
[Full story]
Micro branding - multiple personalities
by Jim Sterne, President of Target Marketing
Got a headache? Go to www.excedrin.com. Want to color your hair? Go to
www.clairol.com. Those are the brands you know and love. It probably didn't
occur to you to head over to www.bms.com.
Bristol-Myers Squibb is a $20 billion company doing business worldwide. But
they have nowhere near the brand-name connection between need and solution
that their products have. Why is that? Branding. What to do? Create
multiple Web sites, of course. [Full story]
Branding through email
by Jim Sterne, President of Target Marketing
Email as a branding tool? You bet your in-box.
Keeping in mind that every customer contact has an effect on your brand,
it's time to pay close attention to the way most of us reach out and touch
our customers -- email. [Full story]
Home(page) is where the heart is
by Jim Sterne, President of Target Marketing
Granted, branding starts with logos and slogans. A Super Bowl ad is a wonderful tool to bring people to your home page, but that's where a customer's impression moves from the sphere of imagination and into the browser box of actual experience. [Full story]
The promise of branding
by Jim Sterne, President of Target Marketing
Is your brand important? More so than it was.
Is it different managing a brand online? You bet your browser.
Can I help clarify, spotlight, enlighten and amuse regarding Web branding for several months in a row? That, my friends, will be determined by you and your opinion. [Full story]
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