Branding On-line: What Works and Why?
- Matthew Syrett
- Roy Young
- Thu., Apr. 7, 2005, 12pm ET (9am PT)
- 90 minutes
The rules for successful brand building on-line are being written today. Companies large and small in all sectors are finding ways to establish compelling bonds with customers via the Web and email communications channels. The interactive medium can no longer be seen a just an experiment or a luxury in your branding efforts.
Yet even the biggest brands have made costly mistakes, potentially damaging the associations they have cultivated for years. To be effective, you must look beyond on-line advertising as only direct response or just a literal extension of brand efforts from offline.
This seminar will show how to get the most out of your on-line efforts through an exploration of best practices for interactive branding. The discussion will cover on-line branding in myriad contexts and through the lens of a number of industries. The primary focus will be on showing how branding is best translated into the interactive medium in functional, emotional, and experiential ways. Time will be taken to place branding into an integrated framework and reveal how on-line branding works best when it is synchronized with the efforts of other mediums.
One of the key lessons of the seminar will be to show how pervasive your on-line branding efforts should be. Marketers need to be mindful that their brand is built on-line in more places than just ad units and home pages. It is also built through consumer experiences within any number of on-line transactions, ranging from simple signup forms to full on-line promotions. The shrewd marketer does not overlook these often forgotten branding opportunities and works to avoid the common pitfalls of forgetting about your brand when working beyond the basic banner.
Matthew Syrett is a veteran on-line marketer and a former vice president at Grey Interactive NYC. He is presently working as marketing strategy and advertising consultant in New York, and is a regular commentator on advertising strategy for MarketingProfs. His interactive clients have included some of the largest brand marketers in the World: P&G, Mars/Masterfoods, Novartis, Kraft, CBS, and Coca-Cola.
Who Should Attend?
Marketing professionals in all industries responsible for online communications with customers.
What Will You Learn?
- Why on-line branding is critical today
- How to make your on-line branding functional, emotional, and experiential
- How to avoid the most common interactive branding pitfalls
- How to apply on-line branding to a variety of industries and contexts
- How to get the most out of on-line/off-line branding integration
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