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Branding the Future Mary Cronin

Branding the Future

Mary Cronin

Published July 2002
ISBN : 9780812933345
Hardcover
288 pages
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 About the Book 

Building brand equity is the ultimate e-commerce battleground. And when the smoke clears, companies that try to compete based on todays marketing rules wont know what hit them. The Internet will create more brand equity in the next several yearsMoreBuilding brand equity is the ultimate e-commerce battleground. And when the smoke clears, companies that try to compete based on todays marketing rules wont know what hit them. The Internet will create more brand equity in the next several years than radio, television, and print media combined -- but only for those companies that adopt the radically different dynamics of real time brand management. The Internet has changed the old rules of brand marketing and compressed the brand-development time frame. G.M. OConnell has been at the forefront of this branding revolution, working with a select group of Fortune 500 companies.OConnell shows that most companies have it exactly wrong when it comes to online branding. Their strategy is more about what the company gets out of it, rather than the customer, epitomized by the attitude of processing customers: Herd them to the site, trap them and then skin them. He works with companies to develop a Me Business strategy, one that helps a customer get Return of Company (measuring the value of what they get from a relationship with the company). Those that provide a high Return on Company to customers will be tomorrows winners.True global brands take years and billions to build, but once established they outperform companies in a class that competitors cannot hope to challenge. Branding the Future details the strategies necessary for building the Me-Business as a top-to-bottom rethinking of the critical factors that drive brand equity. It first highlights the challenges the Internet poses for well-established corporate brands and for aspiring entrants into the global marketplace and then provides solutions.