Brand Strategy: Whiptail 2.0

1. Whiptail Branding 2.0
Do the Whiptail:
Get Noticed
Online

2. By RuthAnn Hogue
Full Sail University
Spring 2010

3. Who is Whiptail?

4. Internet Marketing ...

5. For Authors

6. “Do the Whiptail: Get noticed Online.”
That’s the message behind Whiptail Publishing’s
brand strategy 2.0, aimed at positioning itself as the
Internet marketing specialist for authors.

7. Getting Noticed

8. Brand Name
“For most of us, brand happens
while we’re doing something else.”
(Neumeier, M., 2006)

9. Brand Messaging:
The Creator
The Explorer
The Magician
(Brandhouse)

10. Personal Branding
• RuthAnn Hogue is an Internet Marketer whose passion for writing,
marketing and all things Internet allows her to understand and meet the
needs of fellow authors who need effective tools to reach their audience
and enhance their online presence. The certified Webmaster is also an
award-winning author and journalist who knows what it takes to get
noticed online. As a student in Full Sail University Online’s Internet
Marketing Master of Science program, she has access to cutting-edge
industry professionals—and complimentary access to audit updated
courses—for life.

11. Market Research
• GoDaddy.com
• NetSuccess.com
• WebHosting.com

12. Whiptail Knows ...

13. Virtual to Reality

14. Brand SWOT
Strengths
Weaknesses
Opportunites
Threats

15. Strengths
-- The Law of the Association draws
authors who wish to participate in
Whiptail’s Book Trailer Central.
-- Whiptail has been online since
2004
-- Connection with its core audience
of authors.

16. Weaknesses
-- Whiptail can be difficult to say or spell
-- Whiptail is not yet well known
-- Whiptail struggles to live up to the brand it desires
to deliver, due to limited resources

17. Opportunities
• Whiptail has the chance to become the best-
known provider of Internet marketing services
including a social network, domain names and
more
• Whiptail has a long-standing presence online, and
its owner has an established presence as excelling
in her field as a writer. One of the laws of the
internet is longevity. The longer one has been

18. Threats
-- Competitor GoDaddy.com owns the name in the
marketplace for internet products and services such
as domain names, hosting and email. Whiptail will
need to establish itself as an expert in ways
GoDaddy cannot.
-- Tying Book Trailer Central, MyWhiptail and
Whiptail Publishing together could prove to be
difficult and could dilute the brand name.

19. • Do the Whiptail: Get Noticed Online.

20. References
American Museum of Natural History. (Unknown). Unisexual Whiptail Lizards.
http://www.amnh.org/exhibitions/expeditions/treasure_fossil/Treasures/
Unisexual_Whiptail_Lizards/lizards.html?50
Brandhouse. (Unknown). The 12 Arechtypes.
http://www.brandhouse.com/Web/EN/Archetypes/The+12+archetypes
Neumeier, M. (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy
and Design. Berkeley, CA: New Riders.
Ries, A. Ries, L. (2002). The 22 Immutable Laws of Branding: How to Build a Product or Service
into a World-Class Brand. New York, NY: HarperCollins Publishers, Inc.
Whiptail Publishing (2010). Do the Whiptail: Get Noticed Online. WPSyndicate Channel,
YouTube. http://www.youtube.com/watch?v=Jp7BjTqARBo