Internet and Non-Profit Branding Waving at the Future

Internet Branding Tips 1.Consistency between brand and personality - fun brand, fun web site 2.User friendliness - easy to use 3.Facilitate interactivity - brand games 4.Use co-branding with similar target segments 5.Get on Google’s search engine.

6. Deliver promises - refunds, service 7. Speed, simplicity, style and substance 8. Relevant brand information - tracking 9. Unique brand category positioning - first 10. Update site regularly - new products 11. Provide brand entertainment - games 12. Use net to broaden marketing base

Immutable Laws of Internet Branding 1.Either/Or - Internet can be a business or a medium, not both 2.Interactivity - without it you get nowhere 3.Common name - kiss of death 4.Proper name - must stand alone 5.Singularity - avoid being 2nd in category 6.Advertising - do it off the net

More Immutable Laws 7. Globalism - no barriers, boundaries or borders 8. Time - be fast, first and focused 9.Vanity - be humble and plan 10.Divergence - not convergence 11.Transformation - Internet will transform our lives

Internet Branding  Is creating a great user experience  Goes beyond a logo into real-time interaction with a brand for the entirety of an online experience.

Building an Online Dialog 1.Provide a dialogic loop to enable consumer to respond to the company 2.Make consumer an informed partner 3.Include features to insure repeat visits 4.Facilitate interface between consumer and information 5.Include only essential links with marked paths for return visits

Do You Yahoo!? Go to Expedia.com and go through the exercise of planning a trip to Australia. Write a short synopsis of the experience. Now go to Travelocity.com and do the same thing. Compare your experiences and tell which site you would recommend to a friend for traveling to Australia.

Non-Profit Branding  What does this brand represent?  What are your expectations?  What does the brand promise?

 What does this brand represent?  What are your expectations?  What does the brand promise?

 What does this brand represent?  What are your expectations?  What does the brand promise?

 What does this brand represent?  What are your expectations?  What does the brand promise?

Challenges of Creating a Winning Brand Strategy  Functional branding  Image branding  Experience branding

Experience Branding  Define an experience consumers will value  Deliver it in every communication  Measure the impact on consumers  Lead and motivate the organization to deliver the experience consistently

The Challenges  Experience branding is the most challenging  Integrating the brand throughout the organization  Delivering a highly differentiating and consistently positive image

AARP: A Case Study  Situation Analysis  Goals  Challenges  Research  Brand promise  Visual identity  Key message  The launch  Key offerings  Measuring success

Situation Analysis  Strong brand among older consumers  Desire to attract younger consumers  Increase relevance  Reinvigorate brand with new audience segment

Goals  Make strong brand stronger  Recruit new members  Increase member retention  Increase member diversity

Challenges  Capitalize on baby boomer market  Build on recent recruitment, retention gains to meet membership goals  Expand image, speak, with a single voice  Increase credibility with publics  Energize volunteers and staff  Underscore a social mission

Research  Changing needs of members and prospective members  Changing view of retirement  Strengths and weaknesses of brand

Brand favorability  years - 34% somewhat favorable; 32% very favorable  % somewhat; 21% very  Members - 41% somewhat; 38% very  Non-members - 28% somewhat; 13% very

Brand Promise AARP helps adults make their own choices, reach their own goals and dreams, and make the most of their lives after 50.

Key Message and Visual Your choice. Your voice. Your attitude.

Internal launch  Signal that times are chainging  Highlight advocacy, information, member services, state capacity, form partnerships (co-brands)  Involve members, staff, volunteers, service providers

External Launch  Build buzz campaign with trades  Identify new opportunities  Targeted brand building  Coordinate with, build on and create new local opportunities