Branding @ the Digital Age - download pdf or read online

By H. Meyers, R. Gerstman

The arrival of the web and different new electronic applied sciences implies that companies—be they digital or conventional bricks-and-mortar—must strengthen a profitable method for providing compelling manufacturers within the digital international. Drawing on their adventure with Interbrand, the world's greatest branding consultancy, and together with chapters via branding specialists from such businesses as Pepsi-Cola, Procter & Gamble, and Hewlett Packard, the authors specialize in the strategic function of e-branding. useful, confirmed, and designed for corporations in any undefined, this publication provides a full of life examine developing and maintaining e-brands past the present dot-com fizzle.

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But the journey we took to get there was a terrific way to align and focus a very large and decentralized company. And what did we find? First and foremost, McDonald’s is fun. We are a fun experience. People enjoy coming to us. We can’t take ourselves too seriously. We serve delicious handheld sandwiches and fries, but it’s the personality of the experience of eating that food that’s most important. 24 03MGch02 17/7/01 11:11 am Page 25 2 from retailing to e-tailing What is the manifestation of this experience?

Com. com). That’s a solution. They’re not selling Nescafé, they’re selling Nestlé office coffee service, which has the ability to offer non-Nestlé products because NetGrocer is providing the commerce engine and the fulfillment. ” Solution centers will bring a whole new approach to e-commerce. E-tailing brings cross-category selling opportunities, not just in grocery, but in sporting goods and everything else. Selling, via solutions, will be one of the most profitable tools that any retailer or manufacturer will have.

Nowhere is this saying more true than online, where concentrated, side-byside customer experiences – across all stages of the selling/buying cycle – create more opportunities to weaken the brand. Customers go to the Internet to save time and increase convenience. Any experience that obstructs a hassle-free experience, from slow response times, confusing navigation, unresponsive service or inadequate information, undermines brand equity and loyalty. This, in turn, demands tight integration and consistency across all marketing, sales, support and service strategies and tactics that shape a consistent, compelling customer experience.

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