What’s the most important brand attribute? Speed? Flexibility? Friendliness? Try trust. It feels as if there are two primary emotions driving the Internet Zeitgeist. Fear, and impatience.
Branding and the Web RSS feed for this section
In Praise of E-Mail
The Internet’s simplest app is also its most effective. OK, so how do you get several thousand people to agree to receive your message? And then get them to open it?
Brand Central Station: Micro Branding – Multiple Personalities
You’ll need a different site for each brand. The question is: do you need a new site for every mood? When are multiple home pages necessary and when have you gone too far?
Brand Central Station: Expressing Your Brand Through E-Mail
Be careful how you use your e-mail. It speaks volumes about you and your company. Chose a communication style that best suits your company and stick with it.
Brand Central Station: Home (Page) is Where the Heart Is
Your homepage is your brand and usability testing reveals what you’re saying about yourself. First impressions are extremely important, make sure the message you want to convey is present.
Brand Central Station: What is a Brand?
Every time a customer talks to you, buys from you, or even thinks about you…. branding happens. And on the Web your competitors are only a click away.
Jim Sterne is the Founder of the eMetrics Marketing Optimization Summit
Jim Sterne is the Founding President and current Chairman of the Digital Analytics Association
