Building a powerful
by Claudie Clot, CEO of advancis.com
3. e-Branding for today
An astute brand manager will
be concerned about changes in consumer and customer behaviors
and will reposition his brand accordingly. An astute e-brand
manager must also anticipate changes in the cyberspace environment
to make sure the e-brand's direction is right on target.
The Internet as we know it
is about to change thanks to the advent of wireless devices.
How do you build an e-brand that will survive change and allow
your company to reap the benefits of this new wave of web surfers?
Anticipate and make the right investments today. While I may
sit in front on my computer for hours searching for a site that
offers excatly what I need, I certainly don't intend to surf
page and page of search engine results on a wireless phone. I
will probably use the device's preset choices or type the URL
of the site that comes to mind.
This leads me to the ultimate
goal of e-branding: securing a portion of your target market's
mindshare. In other words, your audience must think of your brand
first when seeking the product, service, or content your offer.
Simple but powerful concept that will make your company a key
player in the wireless web environment.
1. Jean-Noel Kapferer, Strategic Brand Management : Creating
and Sustaining Brand Equity Long Term, p20. 2 Jean-Noel Kapferer,
Strategic Brand Management : Creating and Sustaining Brand Equity
Long Term, p37.