Building a powerful
by Claudie Clot, CEO of advancis.com
2. Creating a powerful e-brand
(1 of 3)
The Internet has clearly transformed
the business environment. However, its impact on branding is
less clear and less publicized. We hear a lot about e-brands,
but what does that really mean? Is it a new marketing concept
or simply a new dimension of the traditional brand? Should a
marketing manager approach e-branding differently than branding?
At the core, e-branding and branding have essentially the same objectives. The main difference is that e-branding now incorporates a new dimension: doing business in cyberspace. This means, for example, that one has to pay close attention to the words or names used in the brand name itself -- especially when it is used as a URL. If your brand name is too difficult to remember or type, your prospects may find your web site or worse may never come back. Take for instance, Barnes and Noble and its e-brand
bn.com. In the real world, it does not really
matter if you know how to spell
Barnes and Noble because you can remember the location of the store and can easily recognize the company's logo on the store front. New rules apply in cyberspace: recall takes precedence over recognition. To get to the
Barnes and Noble web site, recognition won't help you a bit;
recall is key. Yet, there is a greater opportunity for error
with recall than there is with recognition.
Barnes and Noble recognized this fact early on, and
reserved a variety of domain names (
bn.com), finally settling on
bn.com which is certainly easy to type and recall.
2. Creating a
powerful e-brand (1 |
2 | 3)