Creating Brand Cool: Brand Distinction in the Online Marketplace

by Joan Abraham

Overview

In this intriguing blend of branding how-to and business memoir, an industry pioneer presents the thought process and tools to create a successful Ecommerce business by developing a distinct emotional attraction to a brand, beyond individual product offerings.

Leveraging her 26 years of experience in online marketing and branding, Joan Abraham reveals the thought process behind successfully addressing today’s marketing challenge: clearly defining the business’s brand essence using its owned social media channels to personalize the full character of the brand. Creating Brand Cool addresses the importance of developing a unique state of being that personally resonates with today’s consumer. Abraham energizes the creative and strategic thinking for attracting and maintaining brand loyalty when the competition is a click away.

Appealing to branding and social media marketing professionals, as well as students in these fields, this book is a primer for building an online community and distinguishing a brand from the competition. It is relevant to all types of business, from small businesses to globally recognized brands.

Product Details

ISBN-13:	9780367693145
Publisher:	Taylor & Francis
Publication date:	05/17/2021
Pages:	114
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Joan Abraham’s focus on the Internet over the last 26 years has created new merchandising and marketing paradigms for branding in a global marketplace. Among her accomplishments are two one-hour specials for the Oprah Winfrey Show, the establishment of a network of video walls in shopping malls nationwide for advertisers, and online media campaigns for The Chrysler Corporation, NBC, ABC-TV, Phillips Van Heusen and the city of Detroit.

She currently heads up StyleBranding, Inc. which she founded in 1996. The company specializes in the next generation of online content for branding and marketing in the Ecommerce arena. She has recently retired after 25 years at Parsons School of Design in New York where she taught Ecommerce Marketing and Fashion Branding. Abraham developed the Ecommerce marketing course for Parsons in 1996 and graduated with a B.A. from the University of Michigan.

Table of Contents

Acknowledgements xiii

Introduction 1

1 Anyone Can Be an Amazon.com 3

Social Media Allows a More Personal Brand Experience 4

Social Media Exposes the Brand Character 5

The Value of Ecommerce to Niche Markets 6

Customer Service Is the Center Core of the Brand 7

The Value of Online Advertising for Brand Awareness 7

The Value of Strategic Partnerships for Branding 9

2 The Website as Brand Central 11

Where the Branding Process Begins 12

The Art and Science of Branding 12

The Experience Offered on the Website 13

Lifestyle Marketing 14

Technology in the Retail Environment: Omnichannel Retailing 14

Aspiration Is Cool 15

Cause Marketing Is Cool 16

Ecommerce and Brand Recognition 16

And Then There Is Everyone Else 17

Brand Awareness Provides Trust 17

Search: Keyword Marketing 17

Content Mapping 18

The Value of Design in Creating the Brand Experience 19

Graphic Presentation Personalizes the Product 22

Style and Design Enhanced with Partnerships 22

The Consumer Loves Stories 23

The Website as Flagship 23

3 Putting the Sensory Appeal into the Sell 25

Consistency Is Key for Brand Distinction 25

The Necessity of Tailoring the Brand Voice 25

How Do We Get the Message to Our Audience? 25

Brand Symbols 26

Emails 27

Personal Means Respect the Recipient 28

Online Lifestyle Networks 28

Bundled Lifestyle Networks 29

Mobile Advertising Is All About Getting Personal Responsibly 29

The Value of Media and the Research We Have Access To 30

Lifestyle Marketing Is All About Getting Personal 30

Failure Is a Part of Success 31

The Return on Investment with Social Media Is Engagement 32

4 Research Is Your Sherpa 34

Research Process 34

Methodologies: Qualitative; Quantitative; Primary vs. Secondary Data 34

5 Surround Sound Media for Online Branding 36

Cloud Living and the Impact of Data 36

Research Directs the Media Efforts 36

Mass Media Gets Personal 37

And Then COVID-19… 37

The Websites of Traditional Media 38

The Best Messaging Traverses Channels 38

The Big Picture: Mass Marketing for Big Budgets and Building Trust 39

Bundled Multi-media Buys to Surround the Audience 39

Localizing the Media Buy 40

Direct Response + the Internet 42

Expanding Local Messaging 42

Live Events + Email 43

A Note about Landing Pages 43

Daily Communication 43

Collecting and Growing an Email List 43

Fashion and Music Partnerships 44

Influencers and Bloggers: New Partnerships for Lifestyle Cool 44

Apps 45

And Now: Back to Surround Sound Media 45

6 Strategic Partnerships for Lifestyle Marketing 47

Co-Branding Partnerships 47

Sponsorship of and Product Placement in Entertainment 47

Magazines as Lifestyle Partners 48

Pooling of Resources 48

Creativity and Innovation Are Born Out of Diverse Cultures 50

Partnerships Are Service Tools for Your Customers 51

Walmart and Moosejaw 51

7 Entertaining the Sale; It's All About the Story 53

The Value of Original Content for Online Messaging 53

Entertaining the Sale 53

The Online Environment Demands Authenticity 55

Creativity Is the Magic Sauce for Brand Distinction 58

8 Merchandising an Ecommerce Website 60

Visit Your Competitors and Stay Up to Date 61

Branding Partners Give Tide Detergent a Sense of Style 62

Personal Shopper Merchandising 62

Merchandising a State of Mind 62

How Does the Customer Travel Through Your Site? 63

Video Brings the Merchandise to Life 63

9 Customization 64

Customized Products Enhance the Brand Image 64

Technology and Data Offer New Retail Concepts 65

The Social Channels Offer Customized Service 66

Personal Style Offers the Best Customization 66

Bundled Lifestyle Websites Customize the Placement of Online Banner Ads 67

Programmatic Mapping for Customizing Online Ad Buying 68

Promotions Give You Something to Talk About 69

The Distinction of a Once Great City for Brand Identity 70

Customized Products as Brand Distinction 71

Good Promotions Can Lead to a Great Job 71

Brand Building Themes 72

As a Style Maker Your Lifestyle Showcases Your Brand Identity 72

The Power of Social Media for Inside Access 73

Capsule Collections Are Today's Norm: The Need for New Never Stops 73

Vintage Style 73

10 Cause Related Marketing and Sustainability for Brand Distinction 74

Colin Kaepernick Takes a Knee 74

The Commitment Must Be Authentic 74

Attention to Detail with Cause Branding Is Essential 75

Young People Have the Ideas and the Accessibility 75

Micro Loans Change a Life 76

Corporate Branding That Gives Back 76

Sustainability 77

Going Forward Cause Marketing Will Play A Major Role in Defining a Brand 77

11 Localization and Globalization 79

No Limits No Boundaries But Don't Forget the Local Familiarity 79

Glocal Thinking 80

The Value of Pop-Up Shops 80

Personalize the Event 80

Merchandise into a Lifestyle Event 81

The Global Marketplace: Remember No Boundaries 81

Test Markets That Show Interest 82

Don't Overlook an Interested Audience 82

It Takes a Global Village to Build a Sweater 83

Breaking Down the Barriers of Entry for Reaching the Global Market 84

Accommodating Local Customs 84

Ah… but the Lure of American Brands 85

12 Imagine the Possibilities; the Role of Virtual Reality in the Future of Retail 87

Technology Will Create Our Greatest Fantasies Online and In-store 87

Disruptors That Create Change and Innovative Thinking 88

Too Many Stores 88

Reimagining the Mall to Address Modern Lifestyles 88

Social Media Is the Magic Bullet That Changed Everything 89

The Science of Online Marketing 89

Online Media Buying Simulations Are a Great Learning Tool 90

Today Everyone Has Access to Style 90

The Power of Influencers 90

New Communication Content Is Necessary for the Web 91

Testimonials 91

Merchandising the Experience 91

Optimization Makes Sure the Message Gets Through 92

Where Are We Going? 93

And the Future… 94

Index 95