What
is the value of Internet branding for a brick-n-mortar
business that already has a direct relationship with
their customers? What about those companies that exclusively
conduct business on the Internet? If you are a start-up,
could Internet branding help in developing a presence
and in turn, attract the needed capital? This article
will explore these questions through the "eyes"
of three small businesses.
In
Al and Laura Reis' book The 11 immutable laws of
Internet Branding, they conclude that an organization
must decide if they are a "business" or
a "medium" as it pertains to the Internet
(Ries & Ries, 2000). If you are a brick-and-mortar
business, you may use the Internet as a "signpost"
to get the message out about your offerings or directions
to your facility. Conversely, an organization that
conducts commerce primarily on the Internet utilizes
this space as a business platform. It's not to say
that a business cannot operate in both worlds. For
example, take Barnes & Noble. They started out
as a brick-n-mortar and added www.bn.com after the
overwhelming success of Amazon.com. The two were not
compatible under one roof and the Internet side of
the business was spun-out with a different management
team.
The
following article will consider several small firms
and their unique situations as it pertains to branding
and the Internet. The following proprietors were interviewed
to understand their origin of inspiration and transformation
into legitimate business concerns. Next, we'll examine
each organization to understand the significance and
application of Internet usage as it relates to their
respective brand. Finally, we will compare and contrast
each model and assess the relevance of branding and
its importance to business success. Let's start this
process by considering a company that solely resonates
on the World Wide Web. |
