Jack Yan: the Persuader Blog: A deﬁnitive guide to online branding

Just online: my 2006 Medinge Group paper, to be ofﬁcially delivered at our annual conference in the Swedish countryside. For a while, I have wanted to write a deﬁnitive guide to online branding, and update my research from 2001 with examples of Web 2·0. How should companies be structured to grow their brands online? How does the online branding model differ from the ofﬂine branding one?
The paper was written back in March, but for various reasons, I opted to hold off. It does mention Snakes on a Plane—as does a press release from my ﬁrm today—as well as Flickr.com and Google.
You are welcome to read it, around the same time as my Medinge colleagues, either at our old CAP Online site, or as a PDF.
I’ve sort of timed it for my personal return to brand consulting, as Lucire restructures itself back into the Jack Yan & Associates group fold—so please let me know if you need my and my team’s help.

Posted by Jack Yan, 12:30 permalink

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Looking forward to reading it - thanks for posting it, Jack. Antony

# posted by

Antony Mayfield: 8/19/2006 03:10:00 PM

Sometimes I wonder if some of the success of online organisations can be attributed to their offering being largely free ('largely' in that the cost is in time, such as registering one's details on a website when you already have a one-click process through Amazon.com). That way, those visitors to the site who can't or won't have a credit card can fully participate. They won't feel shut out of a community or membership like Flickr or MySpace. Having said that, graphic-intensive sites like those do benefit from a broadband or DSL connection. And those cost money.

David

# posted by

David Philpott: 8/20/2006 11:13:00 AM

You’re welcome, Antony.
David, yes, that is partly it, but then there are a great deal of free services that don’t get up there, either. There are things that mark the successful ones out.
Amazon, for much of the 1990s, did not have a resolved brand; once it put some standards in place, it actually began making money. For a while, I remember the logo would change annually—I should know, I had to change it on our sites for the afﬁliate programme!

# posted by

Jack Yan: 8/20/2006 11:45:00 AM

Just stumbled upon this, and I have to say its great someone is writing on branding in such a nascent field as the internet.

The web holds a great opportunity for the consumer to understand your brand - great niche you have there!

# posted by

Ken: 4/12/2007 01:06:00 AM