How to Build and Manage Brands ?
How do marketers build and manage digital brands? The marketer’s first goal should be to select the core promise for a truly distinctive value proposition appealing to the target customers. Five of these promises are especially effective.
Digital brands that make tasks—from buying a book to searching for the best price—faster, better, and cheaper offer the promise of convenience. Amazon.com, like most first-generation electronic businesses, is fundamentally built on this promise.
Brands that make people feel like winners in whatever activities engage them offer the promise of achievement. E-trade, for example, promises to help consumers manage their finances successfully. It has gone beyond the basics—a portfolio of financial tools and research—to offer many helpful innovations, such as securities-tracking and -alert services.
Games and other activities designed to engage (and even thrill) consumers offer the
promise of fun and adventure. Often these activities make use of "immersive" technologies, which, for example, allow electronic spectators of a marathon to hear a runner’s heartbeat. Digital brands such as Quokka Sports are building their entire businesses around immersive technologies.
Such companies as GeoCities (which helps consumers express themselves by building and displaying their own Web pages) offer the promise of self-expression and recognition.
Clubs or communities offer the promise of belonging, as well as concrete advantages.
Women, for example, can exchange stories and tips with one another at the iVillage.com site. Mercata.com provides a more tangible benefit by aggregating the purchasing power of its community of users and thus helping them get better prices for a broad range of merchandise.
How do marketers build and manage digital brands? The marketer’s first goal should be to select the core promise for a truly distinctive value proposition appealing to the target customers. Five of these promises are especially effective.
Digital brands that make tasks—from buying a book to searching for the best price—faster, better, and cheaper offer the promise of convenience. Amazon.com, like most first-generation electronic businesses, is fundamentally built on this promise.
Brands that make people feel like winners in whatever activities engage them offer the promise of achievement. E-trade, for example, promises to help consumers manage their finances successfully. It has gone beyond the basics—a portfolio of financial tools and research—to offer many helpful innovations, such as securities-tracking and -alert services.
Games and other activities designed to engage (and even thrill) consumers offer the
promise of fun and adventure. Often these activities make use of "immersive" technologies, which, for example, allow electronic spectators of a marathon to hear a runner’s heartbeat. Digital brands such as Quokka Sports are building their entire businesses around immersive technologies.
Such companies as GeoCities (which helps consumers express themselves by building and displaying their own Web pages) offer the promise of self-expression and recognition.
Clubs or communities offer the promise of belonging, as well as concrete advantages.
Women, for example, can exchange stories and tips with one another at the iVillage.com site. Mercata.com provides a more tangible benefit by aggregating the purchasing power of its community of users and thus helping them get better prices for a broad range of merchandise.