Asia Social Media Report 2008 (Can Brands Have A Social Life?)

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Asia Social Media Report 2008 (Can Brands Have A Social Life?)

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AT&T win in Olympics & Brand building via Web.

WEBSITES dedicated to the brand is potentially the most powerful brand building tool, in part because it can be tailored to the needs of the brand and the customer/brand relationship.

Moreover it can Marshall all the power of the web to create and reinforce associations.

There are various examples which can demonstrate the above, we can take example of AT&T and analyze how they were successful in creating brand awareness via internet.

AT&T sponsored 1996 summer Olympic Games and as a part of it they developed a Web site intended to provide a virtual experience of being at the Olympics.

One page let site visitors view the Olympic village live, a vantage point otherwise only available only to athletes and Olympic officials. Elsewhere on the site, a visitor could stroll through the Olympic Museum, obtain updates of athletic events, or participate in "Virtual Event" games and compare their scores to those of other players. Of course, Users could also access the AT&T home page.

The site was rewarding to the visitors not only it was informative and interesting but also it provided unique inside look at the Olympics. In addition to delivering exposure to the AT&T brand (more the THREE HUNDRED THOUSAND page exposure per day) the site created key associations. The visitors active involvement linked AT&T to the Olympics with much more strength and depth than advertising could, and it also enhanced the possibility that the prestige and excitement of the Olympic would be linked to the AT&T brand.

And since the site was also a demonstration of the power of telecommunications, it indirectly reinforced some key AT&T brand values.

How Websites build Big Brands?

There are few unique characteristics of the web. Most traditional media advertising assumes that the audience members are passive recipients of the message; the brand builder controls not only the content but also the context surrounding it.

Traditionally, the most successful brand builders are those who have maintained a relentless focus on purity of the brand monument.

In the web environment the role of the audience is active one (lean forward rather than lean back attitude).

The Unique property of the web like:

· Interactive and involving,

· Current, rich information,

· Web Personalizes,

These three property was amazingly exploited by AT&T, the section of the AT&T site for people starting up a business allows visitors to choose whether they are more interested in saving time or saving money then delivers the presentation tailored to their preference.

Brand Building websites:

There are basically 5 effective brand building tool… Five guidelines:

1. Create positive experience:

A website should deliver a positive site experience by having three basic characteristics.

· Easy to use

· Deliver Value

· Interactive, Personalized and timely.

2. Reflect and Support the Brand:

Too often, making the site functional & simple results in a bland experience that does not create or support key brand associations. The brand Identity, not creative pressure, should be the driver.

· Core associations can be directly supported on the web.

· Feeling and Emotional content.

· Brand symbols can sometimes be key drivers of the brand’s association.

When a brand is conceptually and visually strong and the site is well done, then users feel of being in brand’s world e.g.

Harley-Davidson black, Duracell orange on black, Crisp and feel of a Gap store, etc.

3. Look for synergy with other communication programs:

When a website is created and developed by a group of people who have their own vision and style, the result is always a silo orientation- a website creating synergy and not integrating with any communication vehicle but rather represents an isolated effort.

The website, however injects a whole new dimension into integrated communications. It has the potential to be, if not the media vehicle, the structure and glue that holds it all together.

· Providing Flagship-Store impact

· Supporting advertising

· Supporting sponsorships

· Supporting promotions

· Supporting publicity

· Attracting visitors

4. Provide a Home for the Loyalist:

The website should be home for the loyal group of the customers. Taking an example of Harley-Davidson, they provided all kind of technical, financial, and other details on their website. A customer can ask any kind of query and get any kind of detail on the website.

Customer seeks the brand heritage story: Customers always have this eagerness to know about the history and origin of the brand, it helps them to understand the brand identity and creator of the brand. Knowing the root of the person, place & creator help in the bonding, and relationship building.

5. Differentiate with strong and sub-branded content:

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Source :

Rex Briggs & Nigle Hollis "Advertsing on the Web"

Jason Stavers & Andy Smith Journal