 |
Building a powerful
e-brand
by Claudie Clot, CEO of advancis.com
|
1. What is branding? (1 of 2)
Part of the problem with branding
is that many professionals have a vague idea or rather a misconception
of what a brand is and what it does. Often confusing brand awareness
with brand equity, online marketing managers embark on initiatives
that return at best a small fraction of their potential value.
Case in point: the terrible use of banner advertising. It is
clear that banners as they are today represent a poor tool for
generating traffic to a site. Yet, they are the perfect vehicle
for building brand equity; for educating target markets about
what a brand stands for, its values, and positioning; and for
creating and reinforcing a brand's unique image and message.
So why do 99 percent of banners
still emphasize "click here" over the brand's message
which is, in most cases, absent? All we see are logos associated
with the same message repeated banner after banner. Clearly a
poor way to differentiate a company's offering. Isn't that one
of the main objectives of a brand?
What is branding?
(1 | 2)
|
|
