Do Business Well

But everybody wants to grow, and you can’t blame them. So what should an Internet brand like Amazon.com do? There are five fundamental branding strategies for a leader in any category.

1. Keep your brand focused.

There are more than 5 million dotcom sites registered on the Internet, and you want your site to stand for more than one thing? Amazon.com should stay focused on books and music CDs. After all, the site accounts for just 4 percent of the $24.6 billion book market in the United States. Continue Reading »

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Most currently available interactive television technologies are nothing to get excited about. They’ve all been variations on the movie-on-demand and pizza-to-go themes. The problem, of course, is that we already have movies on demand: you rent them at the local video shop. And we have pizza to go: just pick up the telephone. But what if the boundary between television and the World Wide Web blurred? What if you really could tell your TV what you were interested in and it would find it for you?

Imagine that you’re watching the news one evening when your interest is piqued by a story about the United States awarding mostfavored-nation trading status to the People’s Republic of China. You want to learn more, so you click on the Tell Me More button on your television screen. Several icons appear superimposed on the images you’re watching. Movie icons (”micons”) display recent related stories from a video library, and there are links to several recent print stories as well. Continue Reading »

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