- A transition to support the brand
- The ongoing battle over internet commitment
- Growing statisitcs reinforce the commitment
- Devoting dollars to the internet
- The internet is a powerful piece of the branding campaign
- Industries taking the plunge
- Internet issues turn into internet opportunities
- The smooth transition of the brand
This chapter is from the book
This chapter is from the book
This chapter is from the book
The ongoing battle over internet commitment
Top management of brick-and-mortar businesses knows the value of online branding and how the reach of the Internet is beneficial to the brand. To date, been making the transition, but their commitment is weaker than it should be. Maybe a motivation to reach a stronger commitment would be to consider the Barnes & Noble scenario, a slow start and then a fight to regain brand allegiance. Whether small or large, a company needs to make a firm commitment as quickly as possible with respect to the Internet. The Internet, like any other communication channel, will be a successful and profitable medium if researched, understood, and used correctly to communicate a brand message. If a firm commitment is made, then it should be understood that the proper amount of thought, effort, and resources must be allocated toward Internet branding strategies. The Internet is here to stay, and unfortunately, too many companies are missing out on a tremendous communication tool. From the brick-and-mortar companies that utilize regional portals, i.e., NJ.com, with directory listings to drive traffic, to the giants on the Internet—Yahoo!, MSN, NBC Internet, and Time Warner Online, with the millions of dollars they have spent to establish a well-known presence—Internet branding is quickly catching on and providing fruitful new opportunities to companies in cyberspace.