Command Your Brand: 7 things to embrace about new media and the new consumerism that goes with it By Katarina Countiss

Based on the article McGovern, G. (2001, Winter2001). Content Builds Brands Online. JMM: The International Journal on Media Management, 3(4), 198-201. Retrieved February 22, 2009, from Communication & Mass Media Complete database.

McGovern, G. (2001, Winter2001). Content Builds Brands Online. JMM: The International Journal on Media Management, 3(4), 198-201. Retrieved February 22, 2009, from Communication & Mass Media Complete database.

Consider the Computer "For every sentence published in print there are 30,000 sentences published on computers."

"Whereas offline branding tends to be image and emotion driven, online branding tends to be information and logic driven."

Consider Composition finding and reading the content search engine navigation grammar updated precise language directories

finding and reading the content

search engine

navigation

grammar

updated

precise language

directories

Albert Einstein, after years of research, discovered that black text on a white background is easier to read.

Consider Commerce foster collaboration within and between organizations personalize sales and customer service disseminate information

foster collaboration within and between organizations

personalize sales and customer service

disseminate information

Consider the Content: answers questions about product range Features Availability price Support customer references company background, etc.

product range

Features

Availability

price

Support

customer references

company background, etc.

Consider the Contenders Think of the brands that have made it big on the Internet over the last five years: EBay, Amazon, Yahoo, Napster, Microsoft, AOL,Time Warner…

Think of the brands that have made it big on the Internet over the last five years: EBay, Amazon, Yahoo, Napster, Microsoft, AOL,Time Warner…

Consider the Seeker Practical Impatient want to gather content from several websites want to quickly solve a problem Conservative frequents very few websites tend to look for branded websites that meet their content needs and then stick with them Very wary Often 'scan-read' don't like movement on the screen want your opinion on what they should be reading

Practical

Impatient

want to gather content from several websites

want to quickly solve a problem

Conservative

frequents very few websites

tend to look for branded websites that meet their content needs and then stick with them

Very wary

Often 'scan-read'

don't like movement on the screen

want your opinion on what they should be reading

"How is your content going to stand out?"

Discussion Questions What would you add to McGovern’s tips for the online brander? How have some sites you know disregarded some of these concepts? On the other hand, which brands do their online branding campaigns exquisitely? If content is so important, why are there still logos? Is offline and online marketing a partnership or a competition?

What would you add to McGovern’s tips for the online brander?

How have some sites you know disregarded some of these concepts?

On the other hand, which brands do their online branding campaigns exquisitely?

If content is so important, why are there still logos?

Is offline and online marketing a partnership or a competition?