On The Value of ‘The Brand Website’


Share on LinkedIn

In the 16 days since the beginning of the year we have been exposed to several questions about the value of a Brand Website. So, we ask, Should the Brand Website die?

For three key reasons we say no:

1. Social Networks are Brands unto themselves, created and driven by a singular need to control conversations and monetize them in what is fundamentally an uncontrollable and largely unmonetizable environment. Is it necessarily true then that the benefit of being in the middle of the conversation (or worse still disintermediating it!) is worth surrendering control of your Brand by outsourcing ownership of your customers? Is it really a good long term strategy to outsource your media assets and in some cases the majority of your Web presence to a third party that has no idea or concern as to who you or your customers are?

2. Brand Websites are effectively an oasis for your highest value customers and prospects. Compelling brand experiences can have a significant impact on competitive switching and in influencing purchase intent. No matter how clever a Social Influence Media Presence one may construct, it can never be as compelling as an experience that lives in a dedicated and artfully constructed environment or perhaps more importantly, an experience that utilizes the full range of options available to marketers in the Digital space.

3. This is not a zero sum game. A great Brand Website does not preclude having a smart and savvy SIM presence. In fact it demands it. The two are complementary and together are a shining example of the ageless principle of the sum of the parts being greater than the whole. Change the mix by all means necessary, but in doing so, let us all remember that extreme swings on the basis of fashion rarely result in outcomes that respect our customers.


Republished with author's permission from original post.

Edward Boyd
Ted Boyd is CEO and Partner at digital marketing agency 58Ninety Inc., where he has created interactive marketing strategies and solutions for a variety of Fortune 500 clients. He has 25 years marketing and sales experience, including 16 years in digital marketing. Ted is the founding President of the Interactive Advertising Bureau of Canada and currently sits on the Board of CBC/Radio-Canada and the Audit Bureau of Circulations where serves as chair of its Canadian Digital Advisory Committee.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here