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Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding < The 11 Immutable Laws of Internet Branding > By Reis and Reis Mission 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name Your mission in studying this work is to try to pull out all the “common sense” statements that the authors make and apply them in the work you do in this class for the rest of the semester. Notes 4 : The Law of the Proper Name 5 : The Law of Singularity Highly Suggested Al Reis is one of the best known marketing strategists in the world and his daughter Laura is following in his footsteps. In addition to this book, he is also author of many other critically acclaimed marketing texts. I highly recommend any book that has his name on it. Check them out on Amazon.com. Last Update: 2010 Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Either / Or The Defining Statement The Internet can be a business or a medium, but not both. 1 : The Law of Either/Or Notes 2 : The Law of Interactivity 3 : The Law of Common Name No brand can be all things to all people --- yet that’s what a few Internet experts recommend. 4 : The Law of the Proper Name 5 : The Law of Singularity You make too much of the Net to think it will replace traditional business practices; you make too little of it if you think it will not affect your business at all. Important Things to Consider Crucial business processes to consider (before using the web): For my product or service, is the Internet going to be a medium or a business? What does either answer mean to a business? Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 The Law of Either / Or Laws of Internet Branding 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name Addendum: David Weinberger, from “Everything Is Miscellaneous” text: think about how the data of your business is represented to your customer? 1.Data Type #1: Physical 2.Data Type #2: Cataloged 3.Data Type #3: Digital 5 : The Law of Singularity And what this basically means is that it is a mistake to use your (brick and mortar) business name if you are doing it both on the Internet and in the Outernet (unless you have a specific strategy.) (Periodical#1: Sears, Pottery Barn, Dell with WalMart, BestBuy, Barnes & Noble) As a medium, the Internet is an excellent electronic reference, or a conduit to support your data. Bob Griffin - WDIM225 - Marketing Communication & E-commerce The Law of Either / Or 11 Laws of Internet Branding • Is the brand tangible or intangible? • • 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name • 5 : The Law of Singularity Is the brand fashionable or not? • 4 : The Law of the Proper Name • • For high volume (such as books), the Internet tends to be a business. For low volume (such as cars), the Internet tends to be an information medium. Is low price a significant factor in the brand’s purchase? • • • For fashionable products (such as jewelry / art ), the Internet tends to be a medium (promotion) For unfashionable (such as computers), the Internet tends to be a business (sales) Is the product available in thousands of variations? • • • For tangible products, the Internet tends to be an information medium. For intangible, a business; services tend to be the best Internet intangibles, such as banking, insurance, and financial services of all types, which have moved to the Internet and are extremely cost efficient. American Express says it saves $1.00 every time someone clicks on their website as opposed to calling them. For low price, the Internet tends to be a business, for example Priceline, eBay. For high price, like cars, a medium, except where there is a true aberrant success story, such as minicooper. Are shipping costs a significant factor compared to the purchase price? • For high shipping prices, the Internet tends to be a medium Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Interactivity The Defining Statement 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Notes Without interactivity, your brand and your web site will go nowhere --- it is expected History has shown us that there are five major medium introductions: 1. The book 2. Newspaper 3. Radio 4. Television 5. The Internet The book multiplied the number of people that one individual could reach. Newspapers allowed for large numbers of people sharing news. Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Interactivity The Defining Statement Without interactivity, your brand and your web site will go nowhere. 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name Notes Radio added the attribute of the human voice. Television added the attribute of motion. 4 : The Law of the Proper Name 5 : The Law of Singularity What attribute comes to mind when you think about the Internet? The Internet is the only mass communication that allows interactivity. WHAT DOES THAT MEAN FOR THE INTERNET? Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Interactivity The Defining Statement Without interactivity, your brand and your web site will go nowhere. 1 : The Law of Either/Or 2 : The Law of Interactivity Notes The Internet is the only mass communication that allows interactivity. 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Interactivity: • Is the ability to type info in and get an immediate personal result • Is also the site’s ability to deliver additional (unrequested) information based upon the original inquiry • Allows users to add their own information to the site (e.g. Amazon’s rating system, birthday reminders, wish list: which have price reduction reminders, favorites, ) Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Interactivity The Defining Statement Without interactivity, your brand and your web site will go nowhere. 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Notes Interactivity is the ability of a web site : • to handle complex pricing questions easily • to perform a wide variety of tests • to conduct auctions of all types • to diagnose a situation and suggest remedies There is no point to be selling anything online without Striving for a one-to-one relationship with the consumer. (See syllabus for The One-to-one Future, Peppers & Rogers, Currency-Doubleday, New York, NY, 1993 ) Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding 1 : The Law of Either/Or The Law of the Common Name The Defining Statement Notes: 2 : The Law of Interactivity 3 : The Law of Common Name The kiss of death for an Internet brand is a common name. The most important marketing decision that you can make is naming a product. The Battle of Common vs. Proper nouns ( 4 : The Law of the Proper Name or 5 : The Law of Singularity Important Things to Consider Cars.com vs MercedesBenz.com) The leading Internet names are: Yahoo, AOL, Amazon, Monster, eBay, Priceline, Expedia and Google ---- what’s up with that? Why do Internet executives continue to go for common names when trying to name companies? (even if history shows that this doesn’t make sense) Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 The Law of the Common Name The Defining Statement The kiss of death for an Internet brand is a common name Laws of Internet Branding Why do executives go for common names when naming? 1 : The Law of Either/Or Notes 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Important Things to Consider When the Internet was new it was an advantage - why? When the Internet was new, a common name made it easier to navigate --- today with over 1 billion users online --- it is NOT an advantage. “Pack Mentality” --- that’s what everyone was doing Internet branding’s goal is to burn your name into the prospect’s mind, and a common name is a weak foundation for that… Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 The Law of the Proper Name The Defining Statement Laws of Internet Branding Notes 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Your name stands alone on the Internet, so you’d better have a good one. Your name stands alone and it is your most valuable asset, this is one of the major differences between the Internet and the physical world. There is an irrational urge to seek and own generic names, for example, when these originally sold: business.com = $7.5 million wine.com = $3 million telephone.com = $1.75 million bingo.com $1.1 million wallstreet.com $1.03 million … but they’re not as effective as Twitter, Hulu and Youtube…. Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 The Law of the Proper Name The Defining Statement Laws of Internet Branding Notes 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name Your name stands alone on the Internet, so you’d better have a good one. When choosing a name for your site ask yourself, what is the generic name that best represents the category that you are marketing. Then that is the name you do not want to use, invariably a unique proper name will turn out to be the best result 4 : The Law of the Proper Name 5 : The Law of Singularity Important Things to Consider There are 8 rules that you want to follow to choose the right name for your on-line business Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 The Law of the Proper Name The Defining Statement Laws of Internet Branding 1 : The Law of Either/Or Important Things to Consider 2 : The Law of Interactivity 3 : The Law of Common Name Notes 4 : The Law of the Proper Name 5 : The Law of Singularity Your name stands alone on the Internet, so you’d better have a good one. There are eight rules that you want to follow to pick the right name for your on-line business 1. 2. 3. 4. 5. 6. 7. 8. The Name Should Be Short The Name Should Be Simple The Name Should Be Suggestive of the Category The Name Should Be Unique The Name Should Be Alliterative The Name Should Be Speakable The Name Should Be Shocking The Name Should Be Personalized Bob Griffin - WDIM225 - Marketing Communication & E-commerce 11 Laws of Internet Branding The Law of Singularity The Defining Statement At all costs you should avoid being second in your category. 1 : The Law of Either/Or 2 : The Law of Interactivity 3 : The Law of Common Name 4 : The Law of the Proper Name 5 : The Law of Singularity Important Things to Consider Successful first brands on the Internet almost make it impossible for successful “second” brands. The only strategy is to create a “new category.” Usually, in creating a new category you are narrowing your product focus and appealing to a very specific target market. AMAZON – Books Varisity — College books Think of all-time firsts and their capability to stay in your mind: Lindbergh, Armstrong, Washington, McDonald’s, Coca-Cola.