brandXpress blog

And is such experiential marketing where firms can have quality, face-to-face interaction with customers, still one of the most effective ways to ‘seal a deal’? Or is it more about raising a company’s profile? It’s certainly much trickier to say ‘no thanks’ in person than it is on an email and companies find that one-on-one communication is a useful way to persuade or change the attitudes of those in attendance.

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To take advantage of the inherent strengths of the Web — potentially endless depth and two-way communication — sites must provide content and function that support Brand Image. For example, to back up Apple’s claim to “lead the industry in innovation,” its site must describe the innovative aspects of Apple products and provide standout function like a best-in-class configurator. To reinforce multichannel marketing campaigns, sites also need elements like language, imagery, typography, and layout to be consistent with both the intent of the positioning and the style of ads in other media.

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