| Links: Brand competence
Traditional models are still failing to give the customers the brand experience they demand. Mike Betts says the answer is to completely rethink our approach to delivering brands through employees. Here, he explains how his brand competence model can prepare you for the brand challenges of the 21st century. [Strategic Communications Management 1999] PDF-file
Clicks: 208 | Beoordeling: 5.75 | Stemmen: 4 | Beoordeel |
Schrijf een recensie | Voeg to aan del.icio.us Brand Defined
Part art, and part science, a brand is intangible, visceral, emotional, personal, cultural — and very hard to build. [Business 2.0 13/6/2000]
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Schrijf een recensie | Voeg to aan del.icio.us Brand that site!
Build the most navigable, information-filled site in the world, and if it lacks a strong, consistent identity, nobody will remember it, nobody will tell their friends about it, nobody will bother to bookmark it and return. [Alistapart 1999]
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Schrijf een recensie | Voeg to aan del.icio.us Branding on the net
For companies whose businesses are based on the Internet, forging a recognized brand name is even more important. With nothing to pick up or touch and hundreds of similar-sounding sites to choose from, online consumers have little to go on besides a familiar name. In cyberspace, anyone with enough resources to rent space on a server and build some buzz for their brand is a potentially dangerous competitor.
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Schrijf een recensie | Voeg to aan del.icio.us Branding With Design
"No one speaks about a product, they speak about a brand; no one speaks about a service, they speak about a brand; no one speaks about a company, they speak about a brand." [EyeWire Magazine 2001]
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Schrijf een recensie | Voeg to aan del.icio.us Bringing Back a Brand
Several dot-coms that were universally thought to have bitten the dust have since risen from the ashes, in most cases with new management intent on rebuilding their once (and often, much) maligned brands. Now that they have received the breath of new life, they're charged with figuring out how to make sure their brand name doesn't stand for insolvency in the minds of consumers, vendors, or investors. [Business 2.0 23/01/2001]
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Schrijf een recensie | Voeg to aan del.icio.us Developing a Successful Online Brand
Here's how Arrow Pharmacy and Nutrition Centers, a nationwide chain of more than 100 drugstores, developed an online drugstore. Several well-funded online pharmacies were also in planning stages. Competition was intense. The Arrow chain had several advantages: its existing customer base and relationships, established distribution system, and goodwill generated by its image as a pharmacist-managed corporation. [Clickz 19/7/2000]
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Schrijf een recensie | Voeg to aan del.icio.us E-Branding is More Important Than Ecommerce. Here's Why
Let me lay that controversy to rest right now. In short, e-branding is more important. And it must come first. Because few people will buy your stuff -- online or off -- unless you are top-of-mind.
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Schrijf een recensie | Voeg to aan del.icio.us From chaos to constellation: Creating better brand alignment on the Web
It’s easy for an organization to put up a few Web sites. It’s quite another feat, as
Eliot Phillips makes clear, to ensure that they are brand-building, coherent,
compelling, up-to-date, and easy to use. He offers a framework, criteria, and design
options for building an effective multi-site Web presence, and amplifies critical issues
with an in-depth case study.
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Schrijf een recensie | Voeg to aan del.icio.us Global Branding -- No Branding Before Sufficient Sales
Everyone is talking about global branding these days, as a follow- up on globalization. We need to be careful how we use the word "global". So often it is used to mean that a company can sell anywhere in the world. But that is not what counts: sales count, and sales only occur when the market is aware of a company's product or service. There is a world of difference between using the words "global" and "international" in a company name and its marketing/communication... versus actually developing the markets in other countries, one by one. The only way to speak about "global" and really mean it is on the granular level... country by country. [Global reach 01/2000]
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Schrijf een recensie | Voeg to aan del.icio.us Joint Venture
Online, a product's usability can make or break its success. Walking into a physical store, selecting a product, and carrying it to a cash register requires very little learning for a shopper. On the Web, that activity is akin to learning a new desktop application. The new customer must decrypt new interfaces, new naming conventions, and all of the other details that make up an e-commerce experience on the Web. Simplifying this process will undoubtedly lead to more online sales. So why do so many corporations persistently try to cram cobranded Web sites into physical-space models? [Newarchitect magazine 07/2002]
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Schrijf een recensie | Voeg to aan del.icio.us Name-o-rama
How do they come up with names like Pentium and AirTouch?
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Schrijf een recensie | Voeg to aan del.icio.us The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of Me Inc. [Fast Company 1997]
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Schrijf een recensie | Voeg to aan del.icio.us The Evolution of Brand Strategy
Folding the implementation of the identity and navigation systems into an overall brand strategy requires a lot of thoughtful planning and ongoing care. But it also represents a fabulous opportunity for designers and Web builders to take part in an increasingly significant portion of the business they're helping define. We can't imagine a more exciting time to be involved in the design business. With the proliferation of digital information into every nook and cranny of our lives, the fields of identity and navigation design will be key components in the longevity of the great brands of today and tomorrow.
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Schrijf een recensie | Voeg to aan del.icio.us Top Mistakes Made in the Name of Branding
Last week we laid out the basics of cost, convenience, and cool in branding. Here's what you don't want to do in your ads. [Clickz 29/11/2000]
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Schrijf een recensie | Last week we laid out the basics of cost, convenience, and cool in branding. Here's what you don't want to do in your ads. [Clickz 29/11/2000]&tags=Artikelen" title="Add to del.icio.us">Voeg to aan del.icio.us Wat merken werkelijk zijn
Er wordt vaak mysterieus gedaan over het begrip 'merk'. Dankzij die mystificatie verdienen merkengoeroes veel geld, maar frustreren zij tegelijkertijd het streven naar helderheid in het vak. Dit artikel demystificeert merken en stelt daar een toegankelijke visie tegenover.
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Schrijf een recensie | Voeg to aan del.icio.us Well- Traveled Brand
Travel site Expedia.com has spent almost $30 million during the third quarter alone on sales and marketing, thanks to deep-pocketed sponsor Microsoft. Analysts say Expedia is creatively using its war chest to build an offline brand presence. [Business 2.0 28/11/2000]
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Schrijf een recensie | Voeg to aan del.icio.us What Is a Dot-Com Brand Name Worth?
Much has been made of the need for dot-coms to generate awareness of their names among computer users. Internet companies are spending billions of dollars online, in print and on television to establish their brands. Now comes a study that tries to identify the winners and losers in the big branding struggle. [NY Times]
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