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Branding on the Net
Dan Janal, another marketing legend, leads you on a step-by-step program of personal branding. He teaches at U Cal-Berkeley and launched America Online’s initial ad campaign, so he knows his stuff. Learn how to avoid hype and instead earn your customers’ longstanding trust. Click here to find out more about Branding on the Net.

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Course teaches you branding strategies for the web.
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Articles
All you have to do is copy the article you want below and paste it on your website, in your newsletter, or send it to your friends. When you copy the article, don't forget to include the resource box at the bottom of the article. Your affiliate ID needs to be inserted.

Additionally, if you have an e-zine or newsletter, you can feature this article. You can also offer the article as a "free report" in forums and newsgroups (no spamming please), and load it into your autoresponder to be delivered automatically to those who request it.

Article # 1
Build Your Business with Strong Brands - not a Mountain of Cash

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Build Your Business with Strong Brands – not a Mountain of Cash By Daniel Janal You’re having the gang over on Sunday to watch the football game on TV. Which pizza parlor do you call? Your child needs braces. Which orthodontist does everyone in town go to? You want to sell your house. Which Realtor do you call? The answer is the same in each case: the one that has the best brand. Branding is important because it makes sales easier! Realtors, dentists and restaurants all have brands. So does every small business in the world. Sure, we think that only Fortune 500 companies, like Coca Cola and Procter and Gamble have brands. But that’s not true. Every company has a brand image. Whether the brand image is good or bad, or if it is well known or invisible is up to you. If you’re involved in marketing in any way, shape of form, you’ve heard the term “branding” but you probably couldn’t define it. And if Regis asked you “Is that your final answer?” you’d probably take your money and run rather than risk losing your cash. That’s because if you asked 50 marketers to define “branding,” you’d get 50 different answers. Very few people agree on what branding is, but they do agree that is important in building sales and profits. So what are brands and why are they important to you? Brands make selling easier! Plain and simple. To understand branding, we need to understand what branding isn’t. From my studies and research that includes hundreds of interviews with top marketing managers at large and small companies, I’ve come away with several conclusions: <dl> <dd> 1. A brand is not a logo, slogan, catchy saying, mission statement or publicity campaign. 2. A brand is about trust. You select a company because you trust them and the companies have credibility. These are two issues that are important to every company of every size. </dd> </dl> When you travel along the highway and need a quick meal, do you stop at the local diner for a meal featuring the local cuisine – or do you pull in to McDonald’s because you know the fries are always going to be the same? People trust McDonalds. They will give up the chance for an innovative meal in favor of the trusted resource every time! That’s because people buy on emotion and justify with logic. “Gee the local diner might be good, but it might take a long time and we’re in a rush.” Is it any wonder why McDonald’s is a multibillion-dollar enterprise? Look at the best brands on the Internet: Yahoo, eBay and Amazon. What do they all have in common? People trust them! In my seminars at Stanford and Berkeley, I always ask if people have bought books from Amazon. Most people raise their hands. I then ask if anyone has ever had a problem with Amazon. In one out of three seminars, one person out of hundreds will raise a hand. But they quickly say that Amazon resolved the problem in their favor, quickly and courteously. I then ask if people have telephones. Everyone raises their hands. I ask if people have ever had a problem with their phone company. Most people keep their hands up! You probably have the same experience. Phone companies have bad reputations for customer service. Good companies create good brands by creating trust. Do you need a lot of money to create trust? No way! Yet hundreds of companies have blown through more than a billion dollars on TV ads during the Super Bowl and other major events trying to build a brand image. I attended a top-level seminar on branding and a venture capitalist on the panel said a consumer company must spend $50 million dollars to build a brand identity today. However, in my seminar on branding at Stanford, I asked the participants – all brand managers at major companies, to name 10 search engines, 10 consumer web sites, 3 pet supplies sites and 10 business-to-business web sites. No one could! And these are the very people who are in the industry, and are exposed to the millions of dollars of advertising to create brands! What does this mean? Buying your way to brand awareness does not work! The net is littered with those failures: Dr. Koop, Priceline’s grocery service and Boo.com stand out as highly publicized failures. So, as a small company, you don’t have to worry about not have a treasure chest full of cash to buy a reputation – because it doesn’t work! How do you create a great brand? That’s where brand assets come in to play. Brand assets are your slogans, advertising, publicity, promotions, characters, spokes people, as well as your customer service and sales people! These tools help create a meaningful identity that creates an emotional bond with your audience that compels them to take action – and provides the logic that justifies their choices. The Internet has a treasure chest of tools to create brand awareness, brand identity and brand loyalty including your e-mail address, website name, signature file. You also need to transmit your own personality and identity to create trust. When you build trust, you build a great brand. If you can do that, then you will build sales and create customers for life Dan is an internationally-recognized speaker and marketing expert who teaches Internet Marketing at executive level conferences sponsored by Stanford University and University of California Berkeley Extension. He is also the author of the definitive guide to online branding, "Branding the Net: Your Personal Blueprint for Profits on the Web" and several best-selling books on marketing and the Internet. He was also a key player in the PR teams that launched America Online and Grolier's Electronic Encyclopedia. Go to Dan's site and take the psychic marketing quiz that will "freak you out." Click below. <a href="YOUR AFFILIATE LINK">Branding the Internet</a><O:P>

Text Version

Build Your Business with Strong Brands - not a Mountain of Cash By Daniel Janal You're having the gang over on Sunday to watch the football game on TV. Which pizza parlor do you call? Your child needs braces. Which orthodontist does everyone in town go to? You want to sell your house. Which Realtor do you call? The answer is the same in each case: the one that has the best brand. Branding is important because it makes sales easier! Realtors, dentists and restaurants all have brands. So does every small business in the world. Sure, we think that only Fortune 500 companies, like Coca Cola and Procter and Gamble have brands. But that's not true. Every company has a brand image. Whether the brand image is good or bad, or if it is well known or invisible is up to you. If you're involved in marketing in any way, shape of form, you've heard the term "branding" but you probably couldn't define it. And if Regis asked you "Is that your final answer?" you'd probably take your money and run rather than risk losing your cash. That's because if you asked 50 marketers to define "branding," you'd get 50 different answers. Very few people agree on what branding is, but they do agree that is important in building sales and profits. So what are brands and why are they important to you? Brands make selling easier! Plain and simple. To understand branding, we need to understand what branding isn't. From my studies and research that includes hundreds of interviews with top marketing managers at large and small companies, I've come away with several conclusions: 1. A brand is not a logo, slogan, catchy saying, mission statement or publicity campaign. 2. A brand is about trust. You select a company because you trust them and the companies have credibility. These are two issues that are important to every company of every size. When you travel along the highway and need a quick meal, do you stop at the local diner for a meal featuring the local cuisine- or do you pull in to McDonald's because you know the fries are always going to be the same? People trust McDonalds. They will give up the chance for an innovative meal in favor of the trusted resource every time! That's because people buy on emotion and justify with logic. "Gee the local diner might be good, but it might take a long time and we're in a rush." Is it any wonder why McDonald's is a multibillion-dollar enterprise? Look at the best brands on the Internet: Yahoo, eBay and Amazon. What do they all have in common? People trust them! In my seminars at Stanford and Berkeley, I always ask if people have bought books from Amazon. Most people raise their hands. I then ask if anyone has ever had a problem with Amazon. In one out of three seminars, one person out of hundreds will raise a hand. But they quickly say that Amazon resolved the problem in their favor, quickly and courteously. I then ask if people have telephones. Everyone raises their hands. I ask if people have ever had a problem with their phone company. Most people keep their hands up! You probably have the same experience. Phone companies have bad reputations for customer service. Good companies create good brands by creating trust. Do you need a lot of money to create trust? No way! Yet hundreds of companies have blown through more than a billion dollars on TV ads during the Super Bowl and other major events trying to build a brand image. I attended a top-level seminar on branding and a venture capitalist on the panel said a consumer company must spend $50 million dollars to build a brand identity today. However, in my seminar on branding at Stanford, I asked the participants - all brand managers at major companies, to name 10 search engines, 10 consumer web sites, 3 pet supplies sites and 10 business-to-business web sites. No one could! And these are the very people who are in the industry, and are exposed to the millions of dollars of advertising to create brands! What does this mean? Buying your way to brand awareness does not work! The net is littered with those failures: Dr. Koop, Priceline's grocery service and Boo.com stand out as highly publicized failures. So, as a small company, you don't have to worry about not have a treasure chest full of cash to buy a reputation - because it doesn't work! How do you create a great brand? That's where brand assets come in to play. Brand assets are your slogans, advertising, publicity, promotions, characters, spokes people, as well as your customer service and sales people! These tools help create a meaningful identity that creates an emotional bond with your audience that compels them to take action - and provides the logic that justifies their choices. The Internet has a treasure chest of tools to create brand awareness, brand identity and brand loyalty including your e-mail address, website name, signature file. You also need to transmit your own personality and identity to create trust. When you build trust, you build a great brand. If you can do that, then you will build sales and create customers for life! Daniel Janal is an internationally-recognized speaker, Internet marketer and best-selling author of Branding on the Internet. YOUR AFFILIATE LINK

Article # 2
Pets.com: Branding Goes to the Dogs

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Pets.com: Branding Goes to the Dogs By Daniel Janal The recent demise of Pets.com offers important points about building a brand on the Internet for businesses of all sizes. Let's recap their story. Pet.com entered a crowded playing field of startups that wanted to sell pet food, supplies and toys to price-conscious pet owners. The field also included bricks and mortar stores, like Petsmart. Pets.com needed to stand out from the crowd. They did an admirable job by creating a lovable character, the sock puppet and a catchy slogan to answer the question of why shop at an online pet store: "Because pets can't drive." They spun a good PR story about the creation of the sock puppet. They said their marketing team created a six-page bio of the character that included gender, age, personality and other traits. They spent a fortune on TV ads that featured the sock puppet, whose sassy style did a great job in differentiating the company from others. That's good branding. As a result, pets.com was: -The leader in the online pet category -An award winning site, as rated by Gomez.com -Highest number of unique visitors in the category according to Media Metrix, Nielsen/Net Ratings and PC Data Online -Counted 570,000 people as customers Yet, as the company noted in its press release "we are unable to continue operations." But it obviously wasn't enough. What went wrong? You can't build a brand on a bad business plan. Sure, a lot of people own pets and they want to spend less money on pet food. But can any market support dozens of companies with the same business plan? The story of Pets.com tells us a resounding, "no!" Pets.com lost because they failed to learn an important rule: In a product area where the retailer adds no extra value, Pets.com was doomed to disaster the day the first wave of competitors came along. That's because if you plan to build a company by offering discounts, you will lose to the next company that comes along and offers a bigger discount. If the field is crowded, go elsewhere! Your chances of winning are slim. The cost per customer acquisition by companies like Pets.com is about $80. There's no way you make that back when you sell a product with a paper-thin margin - and have 10 other competitors doing the same. It's no wonder why Wall Street has punished dot-com look-alikes this year. Pets.com teaches us that strong brand assets can help a company gain visibility and awareness in a crowded field. But Pets.com also teaches us that if you build a brand on a shaky foundation (i.e. business plan), you are doomed. That's why I predict that some toy company will buy the sock puppet assets and turn him into a major cartoon character. Move over Barney! The real lesson: You can only win if you add real value that customers can't get anywhere else. That's the essence of building a good brand on the Internet. The clever logo, the sassy character, the cute slogan are merely brand assets that help to build the brand. But so are the business plan, the competition and the realities of the marketplace. Dan is an internationally-recognized speaker and marketing expert who teaches Internet Marketing at executive level conferences sponsored by Stanford University and University of California Berkeley Extension. He is also the author of the definitive guide to online branding, "Branding the Net: Your Personal Blueprint for Profits on the Web" and several best-selling books on marketing and the Internet. He was also a key player in the PR teams that launched America Online and Grolier's Electronic Encyclopedia. Go to Dan's site and take the psychic marketing quiz that will "freak you out." Click below. <a href="YOUR AFFILIATE LINK">Branding the Internet</a><O:P>

Text Version

Pets.com: Branding Goes to the Dogs By Dan Janal The recent demise of Pets.com offers important points about building a brand on the Internet for businesses of all sizes. Let's recap their story. Pet.com entered a crowded playing field of startups that wanted to sell pet food, supplies and toys to price-conscious pet owners. The field also included bricks and mortar stores, like Petsmart. Pets.com needed to stand out from the crowd. They did an admirable job by creating a lovable character, the sock puppet and a catchy slogan to answer the question of why shop at an online pet store: "Because pets can't drive." They spun a good PR story about the creation of the sock puppet. They said their marketing team created a six-page bio of the character that included gender, age, personality and other traits. They spent a fortune on TV ads that featured the sock puppet, whose sassy style did a great job in differentiating the company from others. That's good branding. As a result, pets.com was: -The leader in the online pet category -An award winning site, as rated by Gomez.com -Highest number of unique visitors in the category according to Media Metrix, Nielsen/Net Ratings and PC Data Online -Counted 570,000 people as customers Yet, as the company noted in its press release "we are unable to continue operations." But it obviously wasn't enough. What went wrong? You can't build a brand on a bad business plan. Sure, a lot of people own pets and they want to spend less money on pet food. But can any market support dozens of companies with the same business plan? The story of Pets.com tells us a resounding, "no!" Pets.com lost because they failed to learn an important rule: In a product area where the retailer adds no extra value, Pets.com was doomed to disaster the day the first wave of competitors came along. That's because if you plan to build a company by offering discounts, you will lose to the next company that comes along and offers a bigger discount. If the field is crowded, go elsewhere! Your chances of winning are slim. The cost per customer acquisition by companies like Pets.com is about $80. There's no way you make that back when you sell a product with a paper-thin margin - and have 10 other competitors doing the same. It's no wonder why Wall Street has punished dot-com look-alikes this year. Pets.com teaches us that strong brand assets can help a company gain visibility and awareness in a crowded field. But Pets.com also teaches us that if you build a brand on a shaky foundation (i.e. business plan), you are doomed. That's why I predict that some toy company will buy the sock puppet assets and turn him into a major cartoon character. Move over Barney! The real lesson: You can only win if you add real value that customers can't get anywhere else. That's the essence of building a good brand on the Internet. The clever logo, the sassy character, the cute slogan are merely brand assets that help to build the brand. But so are the business plan, the competition and the realities of the marketplace. Daniel Janal is an internationally-recognized speaker, Internet marketer and best-selling author of Branding on the Internet. YOUR AFFILIATE LINK

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