RE: UKNM: 'Wacky Names'

[Mario Tilney-Bassett]

Good point Richard.....


Every company wants a USP - Boo's was their website presentation, far

removed from Amazon's style and a representation of their brand story


Trouble was, experience and time proved that people didnt actually want that

-the Amazon site style worked, irrespective of the brand


The difficulty will come in creating a brand that is fully representable in

an online environment


Ideas, values, positioning, tone - how do you really show all of that

online...?


This is a new industry...no one knows what works...


Perhaps its no longer about brand, but about deliverables....


My $0.02 worth....


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

From: Richard Uttley [

richardnetstep [dot] co [dot] uk (mailto:richardnetstep [dot] co [dot] uk)

]


I think that there may be a little more to this IMHO. When you isolate a

brand (ie divorce it from its peers and its environment) then you could say

that the experience is the brand. But when it's taken in comparison then

perceptions can change. If you hadn't experienced Amazon or similarly

functional sites would you still say that Boo was badly designed? It may

have been difficult to use, but if there had been nothing better it would

have been seen as a leader in the field and the brand may well have grown.



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