AllBusiness.com's Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing, Q5: Offline to Online Worries
This is Q5, "If you have a long-standing, well-known bricks and mortar brand, do you have less to worry about when you present information/products on-line than lesser known brands?" from AllBusiness.com's Chris Bjorklund. Ms. Bjorklund interviewed me on NextStage's five year study of the best uses of colors, color imagery and color iconography in marketing. This study contained NextStage original research and research from others. The posts in this arc provide content that didn't make it into the podcast, just as the podcast has content that isn't provided in this arc.
You can hear the entire podcast at The Best Way to Use Color and Imagery to Improve Your Marketing. I'll be including a bibliography in the last post in this arc.
Unfortunately the opposite is true and falls out from your previous questions. Lesser known brands – b&m or otherwise – have fewer problems going online (as far as color and color iconography in marketing are concerned) simply because people don’t have enough history and familiarity with them. They can make bold moves and just state “this b&m brand equals this online brand” because they’re basically providing the consumer with new information.A good example of this is any regional company that goes national or international via the web. Their locally recognized b&m brand isn’t recognized elsewhere so they can go with a redesign, a rebrand, whatever. I was asked these very questions by a major home supply chain and documented my answers in my blog.
- How does one rebuild or redevelop his brand? What are the steps? (part 1a)
- How does one rebuild or redevelop his brand? What are the steps? (part 1b)
- How is an updated logo/brand vital?
- How do you know if your brand/logo is out-of-date? How do you tell?
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- The AllBusiness.com's Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing arc
- The Best Way to Use Color and Imagery to Improve Your Marketing
- NextStage Trainings
- Tips for Your Next Website Redesign
- Usability Studies 101: Follow the Eye
- IMedia Brand Summit on 9-12 Sept 07
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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