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How Market Leaders from Coca-Cola to Disney Harness the Strength and Value of Their Offline BrandsOnline!
A company's Web site must grab a prospective customer's attentionwhile gaining full benefit from its carefully nurtured offline brand. Problem is, conventional wisdom says that established bricks-and-mortar companies can't easily transfer tried and true, proven brand credibility onto today's fast-moving, point-and-click Web environment.
Conventional wisdom is wrong. From Bricks to Clicks arms managers with the techniques and strategies they need to successfully extend well-positioned offline brands to the Web. Case studies, interviews, and examples from a wide range of companies provide proven guidelines for top-to-bottom Web branding success, including:
A company's Web site is its product catalog, salesperson, showroom, and brand identityall wrapped into one package and accessible to any potential customer with the click of a mouse. From Bricks to Clicks focuses on the challenge of extending a solid offline brand to the Web and shows you how to both secure the attention of your target audience and provide them with instant brand recognition and valuefrom the moment they enter your Web site.
"From Bricks to Clicks emphasizes a thoughtful integration of old economy business and marketing principles with New Economy acumen. Neither pop-marketing nor pure philosophy, it is a book about an extensively field-tested, methodical approach adaptable to virtually any business problem involving brand development."
From the Preface
IBM ... UPS ... Toyota ... Each of these corporate names invokes a carefully developed and nurtured brand image. Yet these recognized industry leaders can't rest on their laurels. They have discovered that, in today's take-no-prisoners competitive battleground, they must work diligently to maintain their successful brandsand transfer that success to their companies' online effortsif they are to hold off fast-moving, Web-savvy competitors.
From Bricks to Clicks offers solid, market-tested techniques for developing and maintaining an online brand that coordinates with and complements your organization's existing offline efforts. Filled with examples of successfuland not so successfulInternet brand building, it walks you through the essential process of designing a Web site that both maximizes the attributes of an established brand and helps newer brands establish an identity that is sustainable, memorable, and profitable.
Utilizing the authors' carefully researched five-stage Internet branding process, From Bricks to Clicks shines the spotlight on the critical stages of creating a powerful Internet brand:
In today's ebusiness environment, top marketers design Web sites to immediately secure each customer's attention and emotion. And even as numerous decades-old marketing standbys are either reconfigured or discarded to capitalize on the Internet's unique strengths, these forward-thinking marketers have come to understand the powerand responsibilityof the brand to communicate a core brand message. From Bricks to Clicks describes how they do it, and how any marketer can ensure brand developmentand promote brand consistency across every medium.
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