RE: UKNM: Wacky names

[Sarah Clelland]

Sean said

>I think the only useful concensus is that being first to build a brand in

a particular sector is much, much cheaper than being second or third.<

and Giles said

>Why don't they just make use of the well-established brands they already

have?<


The initial reluctance of the bricks and mortars to jeopardise their brands

with their newly launched on-line services was creditable - at least it was

when they were testing unknown waters.


As far as I can make out, Intelligent Finance isn't offering anything

so groundbreaking. Hasn't the banking industry come to a point where

offering

an on-line service is mandatory rather than a risk? Sean & Giles are both

right - starting a brand from scratch must be costing them a fortune and I

can see

no reason to completely and utterly distance themselves from their existing

brand -

people will make the connection anyway.


Frankly, they'd be better off spending the money on ensuring that their

products are the cheapest, their customer service the most efficient and

their

site the most user-friendly, functional and reliable website on offer. The

fact

that the site wasn't ready on time suggests that their priorities are

somewhat

different.


Sarah Clelland

www.snowvalley.com

020 7250 1056


-----Original Message-----

From: Sean Phelan [

seanmultimap [dot] com (mailto:seanmultimap [dot] com)

]

Sent: 17 July 2000 09:30

To:

uk-netmarketingchinwag [dot] com

Subject: Re: UKNM: Wacky names


It is also easier to spin off or separately float an online subsidiary if it

has been developed as a separate and distinct brand, cf. FreeServe.


Of course, developing a national consumer brand name costs an absolute

fortune,

beyond whatever it costs to actually build the real business.  And nobody

really knows what the long-term value of online brands will be: there are

some very coherent arguments around, ranging from "branding is Everything

online - cf. Yahoo" to the "frictionless capitalism, intensive price

competition" view.


I think the only useful concensus is that being first to build a brand in

a particular sector is much, much cheaper than being second or third.


Cheers

Sean



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