Download Branding @ the Digital Age by H. Meyers, R. Gerstman PDF

By H. Meyers, R. Gerstman

The appearance of the net and different new electronic applied sciences implies that companies—be they digital or conventional bricks-and-mortar—must boost a profitable method for featuring compelling manufacturers within the digital global. Drawing on their event 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 concentrate on the strategic function of e-branding. functional, demonstrated, and designed for corporations in any undefined, this booklet provides a full of life examine growing and maintaining e-brands past the present dot-com fizzle.

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Sample text

Does it have a play place for my child, is there anything special about that particular McDonald’s that would be interesting for me? What’s the décor? We’re continually looking for ideas that connect to the customer through the restaurant, and related ideas for the Internet that give a virtual experience which will eventually make the restaurant visit more valuable. We’re combining the best of the Internet with the best of the restaurant experience. 28 03MGch02 17/7/01 11:11 am Page 29 2 from retailing to e-tailing One of the big opportunities for local retailers is to use the Internet as a virtual community meeting place.

By now, a few other companies have gotten into this business. Crate & Barrel is more active in home furnishings as well as Restoration Hardware and several others. What was interesting about this experience was not just growing a business, but what the growth of our brand did to change the entire industry.

We understand how to get our personality on the Internet, and know we have to provide value within the context of that personality, but we still have to figure out ways to deliver that personality in a more retail manner via the Internet. Experimenting with a number of approaches will give retailers the greatest opportunity for success. For McDonald’s, some examples of this web-based consumer activity experimentation are the ability to place large takeout orders over the Net, book birthday parties on the Net, and take a virtual restaurant tour to see how we make our burgers and run our restaurants.

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