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The Art of Digital Branding $24.95 an the Art Art “Ian Cocoran Covers the Nuts and Bolts, Winners and Losers of Branding on the Internet

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The Art of Digital Branding $24.95 an the Art Art “Ian Cocoran Covers the Nuts and Bolts, Winners and Losers of Branding on the Internet 6.125 .875 6.25 Cocor B U S I N E S S The Praise for The Art of Digital Branding $24.95 an The Art Art “Ian Cocoran covers the nuts and bolts, winners and losers of branding on the Internet. Much can be learned from this book.”—Alycia de Mesa, Brand Consultant and author of T Before The Brand of he “Like a good brand, this book is open, approachable, and engaging. It is also a practical guide on the dos and don'ts of digital branding.”—Christopher Carfi, CEO, Cerado, Inc. Digital and editor of The Social Customer Manifesto Ar of Digital “The Art of Digital Branding gives every novice a real in-depth overview of how branding Branding on the Internet works. Ian does a good job of helping the reader understand what to look for and how things work.”—Marc de Swaan Arons, Partner, EffectiveBrands t What causes a flashy automotive brand to ollowing a successful ten-year spell in retail, F choose a demure online presence? Why This book is for every company that wants to enhance its brand identity through the of Ian Cocoran entered the field of industrial Internet. Marketers, managers, business owners, and entrepreneurs will find a wealth of tips would a business obscure half its product line distribution. In 2003, he became Managing Branding and strategies for building a Web presence that can increase revenue, improve customer beneath a complicated navigation system? Director of a leading industrial chemicals relations, and boost brand loyalty. Digital brand expert Ian Cocoran explains the traditional Digital How can a fan visit a Web site and conclude theories of branding and explores the ways in which they can be applied to Web sites, no business, the youngest ever appointed by the matter what the given industry or field. Chapters cover a range of site content, including: he’s more passionate about the brand than 9.25 company. While Cocoran excels at business the company itself? This may sound exagger- management and organizational change • Color schemes and menu formats, and the pivotal roles they play in the perception of an online brand ated, but it can all come horribly to life in initiatives, his communication skills have led him • Incorporating bare essentials such as company history, careers, feedback, mission a couple of browser clicks. to successful ventures in PR and media work. statements, site maps, search engines, and FAQs • Choosing one global portal vs. multiple languages and country-specific content Br The dilemma in trying to codify digtal Cocoran has been reviewing corporate Web sites • Encouraging and retaining traffic flow through competitions, vouchers and for brandchannel.com since its inception in giveaways, moderated forums, or subscription-based membership branding is that what’s written today risks Adding depth to the Web experience with technology such as audio, streaming being obsolete by the time it hits ink. 2001. He has worked as a senior manager and • anding video, and shockwave animation director with multinational organizations in the However, there are some universal best • Maximizing site functionality for online shopping or software updates home improvement, pharmaceutical, well-being, practices for operating online. When you The unique needs of nonprofit organizations are discussed, and numerous real-life illustrations run out of ideas or courage, there are fashion, and chemical industries. He lives in of good and bad online branding efforts are provided. Anyone looking to use the Internet’s Sydney, Australia. potential to maximize the strength of his brand must have this book. unlimited opportunities to browse the Net and see what works and what doesn’t work. Ian’s best practice suggestions, illustrated by site reviews, will help take the Allworth Press Cover design: Derek Bacchus mystery out of the mix while leaving the www.allworth.com magic in place.—Robin Rusch, Founding $24.95 Ian Cocoran Editor, brandchannel.com (00) fm digital branding 6/12/07 10:22 AM Page i (00) fm digital branding 6/12/07 10:22 AM Page ii For Kate & Lucy © 2007 Ian Cocoran All rights reserved. Copyright under Berne Copyright Convention, Universal Copyright Convention, and Pan-American Copyright Convention. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior permission of the publisher. 11 10 09 08 07 54321 Published by Allworth Press An imprint of Allworth Communications, Inc. 10 East 23rd Street, New York, NY 10010 Cover design by Derek Bacchus Interior design by SR Desktop Services, Ridge, NY Page composition/typography by SR Desktop Services, Ridge, NY Library of Congress Cataloging-in-Publication Data Cocoran, Ian. The art of digital branding / Ian Cocoran. p. cm. Includes index. ISBN-13: 978-1-58115-488-7 (hardcover) ISBN-10: 1-58115-488-7 (hardcover) 1. Internet marketing. 2. Web sites—Design. 3. Brand name products. 4. Electronic commerce. I. Title. HF5415.1265.C6364 2007 658.8'2702854678—dc22 2007011449 Printed in Canada (00) fm digital branding 6/12/07 10:22 AM Page iii Contents Foreword v A Note from the Author vii Acknowledgments ix Introduction xi Chapter Overviews Chapter 1 WHAT’S IN A NAME? 1 IP Addresses 2 Domain Names 8 Search Engines 18 Chapter 2 FIRST IMPRESSIONS LAST 27 How the Human Brain Works 29 Whole-Brain Branding 31 The Good, the Bad, and the Largely Indifferent 35 Who Has the Prettiest Child? 47 Chapter 3 SAY WHAT YOU MEAN AND MEAN WHAT YOU SAY 57 About Us 59 Products and Services 65 Contact Us 71 FAQs 77 News and Investor Relations 78 Search Engines and Site Maps 79 Chapter 4 IT’S A SMALL WORLD AFTER ALL 83 The Hypothetical Pie Co. 84 Brand Positioning 86 Segmentation 94 (00) fm digital branding 6/12/07 10:22 AM Page iv Chapter 5 OKAY, YOU BUILT IT; THAT DOESN’T MEAN THEY’RE COMING 109 Online Clubs and Memberships 111 The Online Community 118 Playing Games 122 Offline/Online Vouchers 127 Competitions 128 Other Stuff 129 Chapter 6 FUNCTIONALITY NOW AND FOR THE FUTURE 139 Java, Flash, and Techie Stuff 141 Functionality 148 Chapter 7 THE LUXURY BRAND DEBATE 167 Online Shopping 170 The Winds of Change 187 Conclusions 191 Chapter 8 IT’S ALL IN THE BEST POSSIBLE TASTE 195 Corporate Philanthropy and the Web 199 Charity Begins at Home 207 The Giving Mall 211 The Web’s Contribution 215 Chapter 9 THE EMOTIONALLY INTELLIGENT WEB SITE 223 What Is Emotional Intelligence? 226 EI and the Branded Web Site 229 The Web Site Emotional Intelligence Model 232 The Emotional Impact of a Branded Web Site 236 The Evolution of a Branded Web Site 240 Epilogue 247 Glossary 249 Index 251 (00) fm digital branding 6/12/07 10:22 AM Page v Foreword WHAT CAUSES A FLASHY AUTOMOTIVE BRAND TO CHOOSE a demure online presence? Why would a business obscure half its product line beneath a complicated navigation system? How can a fan visit a Web site and conclude he’s more passionate about the brand than the company itself? This may sound exaggerated, but it can all come horribly to life in a couple of browser clicks. Lack of cohesion between brand position and brand identity, mes- sages at cross-purposes with the business model, brand architecture that resembles a plate of noodles, absent customer service: none of these issues gains clarity in migrating to the Web. Certainly businesses that are not completely in sync offline can quickly unravel online, but there are a staggering number of businesses that ace offline branding and still go on to commit serious online blunders. So what’s the secret? Pointing out the obvious probably doesn’t help dissipate the anxiety generated by every medium that proclaims the alarming speed of advancement and scope of the Internet. But stepping back and considering the “obvious” with a clear head and purpose can only help focus your online venture toward a strategic and tactical plan. v (00) fm digital branding 6/12/07 10:22 AM Page vi vi THE ART OF DIGITAL BRANDING The dilemma in trying to codify digital branding is that what’s written today risks being obsolete by the time it hits ink. However, there are some universal best practices for operating online. When you run out of ideas or courage, there are unlimited opportunities to browse the Net and see what works and what doesn’t work. Ian’s best practice suggestions, illustrated by site reviews, will help take the mys- tery out of the mix while leaving the magic in place. —Robin Rusch Founding Editor, brandchannel.com New York, January 2007 (00) fm digital branding 6/12/07 10:22 AM Page vii A Note from the Author IF YOU ARE READING THIS BOOK, THEN YOU ARE PROBABLY a marketer or an executive with an interest in online branding. You could also be a student who’s looking to pick up some extra information before submitting a particular paper or just seeking to improve your knowledge of branding on the Web. Alternatively, you may have grabbed this title from the shelf of a bookstore in an airport or a railway station in the hope that it will pass the time on some long journey or other. Either way, thank you very much for buying this book. The subject of digital branding has long been held as an esoteric process—after all, there’s so much to consider, what with the design of a Web site, the choice of technology and imagery, and, of course, the decision as to whether or not the host organization should be selling its wares online.
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