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Topic : Top Branding Mistakes
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Started by : Neelima Pandey, PR & Media Relations Manager, Group M   04 28 2009 09:51:36 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Activity:  54 views;  last activity : 07 06 2010 20:18:09 +0000

We have seen people are discussing on various branding mistakes but I was thinking of other way also when companies try to brand their products online. But on web also brands do make mistakes,so what are the mistakes done by brands on web.

 
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1 2 3 4 5
1 No Search Engine Positioning (SEO)
2 Be present on all relevant portals
3 Focusing Too Much on the Technology
4 advertisements can play havoc!!!make sure the logo, in form, colour and minute details are maintained in all advertisements,
5 No integration with other marketing activities
6 Lack of overall strategy and clear definition of success
7 Misconceptions Based on People Using Themselves as the Focus Group
8 No Content Management System

No Search Engine Positioning (SEO)

idea posted by Neelima Pandey PR & Media Relations Manager, Group M

 According to me,very few companies have invested the proper time or effort into being effectively positioned in the major search engines. Once built, most people assume that the Search Engines are all rushing towards their website.To their shock, they eventually find that while they want to be in the Search Engines, getting there is not an automatic process. Usually, there are excuses for lack of search engine marketing... most commonly, "we don't really feel that our particular audience would be looking for a solution in the search engines".

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Be present on all relevant portals

idea posted by Makrand Bhave Marketing & MICE, WIZCRAFT International

Taking into account the brand and its initiatives (TG, Application, Utility etc) make sure that the brand is present on all relevant portals on the WWW address. Anything that gets logged on the net is automatically tagged and naturally gets on various search engines.

Appropriate tagging and usingthe SEO process as described by Ms. Pandey, the best results can be achieved!

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Focusing Too Much on the Technology

idea posted by Dayanand Deshpande Senior Consultant, Ernst & Young

Websites are not technology - integrating them with CRM or ERP systems are very technical issues and should be treated as such. But building a website is a function of marketing. In today's world, a website is a marketing tool - whether it be a lead generation tool, sales support tool or a client extranet. Once you know what kind of server environment and language you will be building in, there are few technical issues that will be popping up.

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advertisements can play havoc!!!make sure the logo, in form, colour and minute details are maintained in all advertisements,

idea posted by T V MANIPRASAD Event Management, Self Employed

often the agencies tend to make changes in colour etc of the logo, this is not advisable

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No integration with other marketing activities

idea posted by Meena Deshmukh Product/Brand Manager, Videocon Inds

Very rarely a website tightly integrate with other marketing activities such as direct mail and print advertising. Ideally, a company will drive prospects to specific URL's to accept an appealing offer that might have been presented in a direct mailer or advertisement.

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Lack of overall strategy and clear definition of success

idea posted by Jayant Vishnu Art Director/Sr Art Director, Creative

Most people realize the need for a site, but don't understand what it can/should do for the company. And when they do have a goal, they don't measure it. A website's objectives will in most cases be to drive revenue or generate qualified leads.

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Misconceptions Based on People Using Themselves as the Focus Group

idea posted by James Masih Product/Brand Manager, FedEx

Remember, it's not your individual opinion that should drive the creative design for the website. The website should be created for the customer in mind. A site should have some unique flavor, and personal preferences aren't completely disregarded. But we must conform to some standards of usability and habits, and be creative around them.

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No Content Management System

idea posted by Yash Singh Coresspondent, Star

There is no reason to have content that is outdated and stale. A content management solution can be implemented very affordably and allows a company greater control over their site. It allows non-technical people the ability to control content. Most good sites today are built with a content management system.

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