Corporate Internet Branding — Branding Your Business Online - The phone book...
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The phone book turned out to be useless - remember, Pete couldn't recall the name of the pizza place. Scanning the restaurant pages didn't ring a bell either. The only thing Pete could recall was the approximate address (across from Bob's bungalow). Pete was too tired to go out and drive again, since he had just returned home. To add insult to injury, the weather person on Channel 5 news was gleefully pointing to the latest Doppler radar and cheerfully informing his audience that yet another 15 inches of snow were going to fall in the next hour.
That sealed it. Pete, who almost never surrendered, gave up. He ordered pizza from his usual joint, OKPizzaParlor. Pizza there was nothing to write home about. However, the proprietors always stocked a four-year supply of take-out menus and business cards. As an added twist, they gave out 4x6 magnets with "OKPizzaParlor" emblazoned on them with three inch high neon green letters with every order. Pete's fridge was plastered with at least 20 of these.
OKPizzaParlor also sent their customers coupons and specialized promotional flyers. OKPizzaParlor even sent their customers a free 16 inch thin crust pizza coupons for their birthdays. Finally, all advertising materials prominently featured OKPizzaParlor's contact information.
The MostDeliciousPizzaEmporium, didn't get an order that night, even though Pete vastly preferred their pizza, and desperately wanted to order from them. MostDeliciousPizzaEmporium committed one of the cardinal sins of marketing: they didn't bother with branding. The proprietors figured that their superior product would speak for itself, and decided not to waste their money on pointless advertising. Little did the MostDeliciousPizzaEmporium owners realize that skipping branding is like leaving the cheese off the pizza!
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