By Phil Carpenter
This booklet comprises crucial concepts for development strong eBrands. on the flip of the millennium, myriad businesses have crammed the net with greater than 800 million pages of content material. beaten by way of selection and starved for time, clients are casting their clicks with manufacturers they belief. the firms that win their wallets can be those who make investments now in construction best digital manufacturers, or 'eBrands'. whereas ratings of books have promoted quite a few online marketing strategies and website design ideas, none has supplied the required strategic context within which precise eBrand developers make names for themselves. via considerate research of the general advertising recommendations of six net innovators - Yahoo!, CDNow, iVillage, Onsale, Barnesandnoble.com, and Fogdog activities - veteran Silicon Valley advertising govt Phil wood worker takes a difficult examine how a center set of businesses have driven to increase strong web manufacturers. chippie takes readers behind the curtain in his in-depth interviews with greater than 40 corporation executives and specialists. Recounting the successes, disasters, and fears of eBrand pioneers, the writer assesses the possibilities and vulnerabilities of his case examine businesses in comparison to these in their on- and offline opponents. His research exhibits how numerous 'pure play' web ventures have demonstrated model expertise and credibility, how an offline chief has boldly asserted itself during this new medium, and the way a start-up has battled to differentiate its model one of the deeper-pocketed avid gamers. chippie argues that web contenders needs to extend their idea of branding some distance past such resources as logotypes, logos, and model names to incorporate courses for construction model wisdom, forging alliances, and cultivating shopper loyalty, to call a number of. via those bedrock top practices distilled from the studies of the web elite, even a dot.com not anyone can turn into a cyberbranded famous person. For someone with a stake in ebusiness - from CEOs to marketers, from agents to customer support and PR experts, and from enterprise capitalists to monetary analysts - "eBrands" will end up a considerate advisor to making actually sturdy manufacturers within the digital market.
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This publication includes crucial innovations for construction robust eBrands. on the flip of the millennium, myriad businesses have stuffed the net with greater than 800 million pages of content material. beaten by means of selection and starved for time, buyers are casting their clicks with manufacturers they belief. the corporations that win their wallets should be those who make investments now in development most efficient digital manufacturers, or 'eBrands'.
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Extra info for eBrands: building an Internet business at breakneck speed
To do so means making effective use of a broad range of tools. Offline advertising, for example, is essential because it enables companies to reach and influence large audiences. ) Guerrilla marketing ploys can seize customer attention, although on a smaller scale. (If you saw a purple and yellow Yahoo! ) And public relations can both generate substantial exposure and enhance credibility. Building brand awareness in the Internet space requires a significant investment of both management time and money.
IVillage sites such as Parent Soup and Better Health are branded virtual spaces that attract and retain a base of highly loyal customers, people who not only visit these sites frequently themselves but also encourage friends and colleagues to do the same. CDNOW CDNOW is an online music retailer, one of the top shopping sites on the Web. Customers can select from among hundreds of thousands of titles, from Janis Joplin to Scott Joplin, from Elvis Costello to Elvis Presley. To help people make informed purchasing choices, CDNOW complements commerce with content from sources such as MTV and Rolling Stone.
My parents, writers themselves, gave me excellent editorial advice. My daughter, Jessica, offered smiles and laughter that were a great spiritual boost. And my wife, Carol, gave me her love, her industry insights, and the gift of time. Thank you, one and all. PHIL CARPENTER DECEMBER 1999 Page 1 Introduction Imagine that you're walking down the aisle of the local grocery store on your weekly shopping run. As you reach for the laundry detergent, you're surprised to see the range of options in front of you suddenly double.
eBrands: building an Internet business at breakneck speed by Phil Carpenter