Re: UKNM: Re: Amazon.com

[dan]

Maybe we need a new slogan for 'branding' sites?


- Forget the brand! Build an ebusiness. -


Replace the first word with you choice of vocab.


To comment on Vincent's point about the user experience being the sole

proponent of brand vaules I would suggest that many internet users will

have an adverse reaction to overt branding - they're an independent lot

after all.  The Old Media fixation with trying to port their brand

online misses the point.


The Internet is about the empowerment of smaller businesses - Micro

Brands.


Everyone is searching for the next exclusive item of clothing to wear -

not to all wear The Uniform.  Recent Guardian article discussed this in

reference to Coke who have had problems getting their 'brand' into

India.  The Indians don't want to drink Coke, they want to drink 'Thums

Up' (great with whisky BTW).  So what is the point of having a 'Global

Brand' anyway if you can't use it?


Wake up 'branders' - On the Internet nobody can hear you scream...


;)


d.


Judith Wrote:

 > Unfortunately the "brand value" folk often have to take what

 > the techies give them at face value because there is no way 

 > to double check it. 



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