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Building Digital Brands
Lots of marketers talk about "managing the customer experience." On the Internet, however, this must be more than a slogan; the user experience is real, immediate, and decisive in turning (or failing to turn) one-time visitors into customers. Yet many retailers lack the practical and conceptual tools for building their brands on-line. Effective brand builders identify the distinctive value proposition or promise that will attract customers—a promise of convenience, achievement, belonging, fun, or self-expression. Then, of course, they deliver on that promise, design a satisfying Web experience, and develop the right economic model.
The take-away: On the Web, the experience is the brand. Consumers care about the process and the relationship a company provides on-line, not just the attributes of the product itself. To compete successfully, e-tailers must meet these new and fuller customer expectations.
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