DatabaseID=[[DatabaseID]]|ContactID=[[ContactID]]|Friday, May 09, 2008

E-BRANDING?...(Jan. E-News from 2SS.Com)

 

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Dear [[Salutation:40]],

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     E – N E W S from    ‘

‘     2SS.Com     ‘

‘     Compiled and Edited by      ‘

‘                                                   [email protected]   ‘

‘     Mailed on: 01/01/2001 9:04 PM                   Number 29   ‘

‘     Int’l Standard Serial No. - ISSN: 1523-3537‘    

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     HAPPY NEW YEAR    ‘

‘     and thank you for subscribing to E-News     ‘

 

‘     Find E-News promoted at Excite, MSN,    ‘

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‘     Please share E-News with others who might be     ‘

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‘     read, update on technology that aims to make a      ‘

‘     difference for your organization.     ‘

 

‘     In this issue (4 Items):     ‘

‘     ================     ‘

‘     1--E-BRANDING?     ‘

‘     2--QUESTIONS?      ‘

‘     3--PRODUCT WATCH    ‘

‘     4--STRATEGIC-USEFUL-INTERESTING LINKS     ‘

‘     5--WHY SUBSCRIBE?, 2SS.Com & YOUR    ‘

‘         SUBSCRIPTION.     ‘

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     --------------------------Item One----------------------     ‘

‘     ‘                         E-BRANDING?

‘     -------------------------------------------------------------     ‘

‘     It probably goes without saying that you need to:    ‘

‘     *  Put your business onto the World-Wide-Web     ‘

‘        (WWW) if you haven’t yet    ‘

‘     *  Differentiate your business from others.     ‘

‘     *  Market and close sales in order to stay in      ‘

‘        business.   ‘

 

‘     Recently InfoWorld addressed how when it      ‘

‘     presented “Branding Equals E-Business”      ‘

http://www.infoworld.com/articles/tc/xml/00/12/18/001218tcbranding.xml in a unique, ‘we-tested-it-ourselves’,   ‘

‘     EIGHT (8) step approach that we found very   ‘

‘     interesting.  A recent book    ‘

‘     THE 11 IMMUTABLE LAWS OF INTERNET    ‘

‘     BRANDING (available at     ‘

http://www.amazon.com/exec/obidos/ASIN/0060196211/2sscom) by Al Ries and Laura Ries presents some    ‘

‘     ideas that are equally thought provoking.      ‘

 

‘     Following is a brief ‘prick-your-interest’    ‘

‘     summary of the key ideas including a few of     ‘

‘     our thoughts:      ‘

 

‘     1. STRATEGY – KNOW IT FOR YOUR     ‘

‘         BUSINESS AND WHAT YOU ARE TRYING    ‘

‘         TO BRAND.     ‘

‘             Immutable Law - 1. The Law of Either/Or     ‘

‘             asserts that the Internet should be viewed as   ‘

‘             an entirely new business, starting from     ‘

‘             scratch, not just a new medium through     ‘

‘             which an existing business will be     ‘

‘             communicating it's message.     ‘

 

‘         It’s undeniable that some of the strongest     ‘

‘         Internet brands (www.Amazon.Com and     ‘

‘         www.eBay.com ) are Web-only companies.    ‘

 

‘             Immutable Law - 5. The Law of Singularity     ‘

‘             affirms that, whereas in the "real world"      ‘

‘             there is room for a number two brand, on    ‘

‘             the Internet there is room for only one.     ‘

‘             Smaller businesses must be niche players,    ‘

‘             but they too must be number one in their      ‘

‘             chosen niche.     ‘

 

‘          At 2SS.Com we’re not sure if we agree but     ‘

‘          what if they’re right?     ‘

 

‘             Immutable Law - 11. The Law of Transform-     ‘

‘             ation says that the Internet will transform     ‘

‘             all aspects of our lives. Examples are    ‘

‘             paper directories, paper catalogs, full     ‘

‘             color brochures, the telephone industry,     ‘

‘             classified ads in newspapers, post office    ‘

‘             mail volume, financial services, and parcel    ‘

‘             delivery.    ‘

 

‘     2. TARGET AUDIENCE - WHAT THEY ARE    ‘

‘         LOOKING FOR AND HOW THEY USE     ‘

‘         THE WEB. (Take surveys & provide     ‘

‘         info. your audience will want).     ‘

 

‘             Immutable Law - 2. The Law of Interactivity     ‘

‘             contends that a website must be inter-     ‘

‘             active in order to succeed. That inter-     ‘

‘             activity is not just selecting from a menu,    ‘

‘             but typing in instructions and having the     ‘

‘             site deliver the information in the form    ‘

‘             you requested it.     ‘

 

‘        At 2SS.Com we’re not sure it’s the law, but      ‘

         it’s definitely the right idea!   ‘

 

‘             Immutable Law - 8. The Law of Time     ‘

‘             contends that the brand that is first into     ‘

‘             the prospect's mind has the advantage, not     ‘

‘             necessarily the first into the marketplace.    ‘

 

‘        At 2SS.Com we agree, Internet latecomer    ‘

‘        www.BarnesandNobel.Com might be a good     ‘

‘        example]).     ‘

 

‘     3. NAMES & LOGOS - KEEP THEM     ‘

‘         POWERFUL SHORT AND EASY TO     ‘

‘         SPELL, (Think globally noting that generic    ‘

‘         names do not always translate well to other     ‘

‘         languages.)    ‘

 

‘             Immutable Law-3. The Law of the Common     ‘

‘             Name argues that common names such as     ‘

‘             Art.com or Advertising.com are poor brands.    ‘

 

‘         At 2SS.Com we’re not sure about this one, why    ‘

‘         is www.Stock.Com available to buy at    

‘         www.GreatDomainsl.Com for $2,500,000!])     ‘

 

‘             Immutable Law-4 The Law of the Proper      ‘

‘             Name asserts that proper names are to     ‘

‘             be preferred to generic names.     ‘

 

          The opposite of Immutable Law #3?    ‘

 

             The Immutable Laws authors advise that     ‘

‘             in selecting a name, the best ones will     ‘

‘             follow most of the following eight     ‘

‘             guidelines: (1) short, (2) simple,      ‘

‘             (3) suggestive of the category, (4) unique,    ‘

              (5) alliterative, (6) speak-able, (7) shocking,    ‘

‘             and (8) personalized.)    ‘

 

‘             Immutable Law - 7. The Law of Globalism    ‘

‘             claims that the Internet will demolish all    

’             barriers, all boundaries, and all borders.    ‘

 

‘        At 2SS.Com we believe it’s happening!    ‘

 

‘     4. COMPETITORS - INVESTIGATE THE    ‘

‘         POTENTIAL OF YOUR BRAND BY COMING    ‘

‘         TO KNOW MUCH ABOUT YOU     ‘

‘         COMPETITORS.     ‘

 

‘         At 2SS.Com we see this as necessary to     ‘

‘         compete and appropriate in maintaining our    ‘

‘         own respect for our customers.    ‘

 

‘     5. BE TRUE - INVEST IN MARKETING,     ‘

‘         ADVERTISE EVERYWHERE INCLUDING     ‘

‘         TRADITIONAL MEDIUMS.     ‘

 

‘             Immutable Law - 6. The Law of Advertising      ‘

‘             concludes that advertising off the Net will      ‘

‘             be a lot bigger than advertising on the Net.     ‘

 

‘         At 2SS.Com we’re inclined to limit ‘on-Internet’    ‘

‘         advertising potential.  What do you think?     ‘

 

‘     6. FINANCES – Invest, commit, and don't skimp.   ‘

 

‘         At 2SS.Com we see this as one of the most     ‘

‘         difficult objectives to manage.  The problem      ‘

‘         is really making the ‘right’ investment,      ‘

‘         commitment, etc.  You can easily invest and     ‘

‘         commit too much or too little.     ‘

 

‘     7. CONSISTENT QUALITY – CREATE YOUR    ‘

‘         OWN LOOK AND FEEL, MAKE A GOOD     ‘

‘         FIRST IMPRESSION AND DELIVER!     ‘

 

‘             Immutable Law - 9. The Law of Vanity says    ‘

‘             that you shouldn't try to include more and     ‘

‘             more categories under a single brand. This    ‘

              argument against extending a brand was     ‘

‘             comes up in the author’s 1994 book THE 22     ‘

‘             IMMUTABLE LAWS OF MARKETING where    ‘

‘             they advise keeping an original brand     ‘

‘             focused, and launching a new brand.     ‘

 

‘             Immutable Law - 10. The Law of      ‘

‘             Divergence goes against the current     ‘

‘             obsession with technologies such as the     ‘

‘             telephone, TV, and PC converging. Instead,     ‘

‘             say  the authors, technologies diverge     ‘

‘             into PCs, PDAs, minicomputers, main-      ‘

‘             frames, laptops, etc. As a result Internet    ‘

‘             brands built on "you can get it all done      ‘

‘             here at this single site, all-in-one-style    ‘

‘             services, are going against the laws of      ‘

‘             nature.    ‘

 

‘         This suggests that brand extension efforts at   ‘

‘         Amazon and Yahoo might be risky? Yet at     ‘

‘         2SS.Com we’re very committed to a niche     ‘

‘         brand approach.   ‘

 

‘     8. RELATIONSHIPS & PARTNERSHIPS – USE     ‘

‘         THEM TO SHOW YOUR BRAND. (Consider     ‘

‘         adding brand-relevant sponsored content).    ‘

 

‘         At 2SS.Com ‘Relationship/Partnership’ approach  ‘

‘         is a clear and VALUABLE preference you see    ‘

‘         in our Strategic Systems Advisory Panel and     ‘

‘         everywhere else it makes sense to peruse.    ‘

 

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     --------------------------Item Two-----------------------      ‘

‘                               QUESTIONS?     ‘

‘     -------------------------------------------------------------     ‘

‘     KEEP UP WITH I.T. AND MAKE A LITTLE TOO?     ‘

‘     Ready to help answer the questions yourself?    ‘

‘     For some time 2Ss.Com has been a member    

‘     of the IntelliQuest Technology Panel.  Member-     ‘

‘     ship on the panel involves completing periodic      ‘

‘     surveys on the Internet pertaining to technology     ‘

‘     purchases that you influence.  Besides being      ‘

‘     interesting and allowing you to help direct the     ‘

‘     way new information technology (I.T.) is utilized     ‘

‘     and developed these folks PAY YOU for your     ‘

‘     prompt and complete participation.  We know,     ‘

‘     at 2SS.Com we’ve actually received checks.    ‘

 

‘     If you’d like to give it a try click on:    ‘

http://www.techpanel.com/join/index.asp?s=ref&r=C3VM

‘     and follow the directions.     ‘

 

 

‘     WHERE CAN YOU GET THE TOOLS TO     ‘

‘     MAKE A PRESENTATION?     ‘

‘     2SS.Com strategic systems advisory panel     ‘

‘     member RICK RANDALL (916-364-0200) recently    ‘

‘     had an old friend and customer express      ‘

‘     amazement that LCD display (a device that puts      ‘

‘     your screen image on the wall for all to see) could    ‘

‘     be rented reasonably and locally.  The friend had      ‘

‘     just paid $500 a day to rent one!!      ‘

 

‘     Rick’s firm, Rentech, and a nationwide network     ‘

‘     of similar firms can provide laptops, desktops,      ‘

‘     printers, color laser printers, digital cameras and     ‘

‘     pretty much anything else that’s computer related,    ‘

‘     including LCD projectors and screens.  And you     ‘

‘     can call locally to arrange it all most anyplace     ‘

‘     you need it NATIONWIDE!    ‘

 

 

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     ---------------------Item Three-------------------------      ‘

‘                        PRODUCT WATCH     ‘

‘     -------------------------------------------------------------     ‘

‘     MICROSOFT’s “.NET”?     ‘

‘     Microsoft’s ‘.NET’ strategy that it’s giving a great    ‘

‘     deal of press in recent months is beginning to      ‘

‘     materialize.  One of the components of the      ‘

‘     strategy is NETDOCS.  Netdocs is a single,     ‘

‘     integrated application that will include a full     ‘

‘     suite of functions, including e-mail, personal     ‘

‘     information management, document-authoring      ‘

‘     tools, digital-media management, and instant     ‘

‘     messaging. Microsoft plans to make Netdocs     ‘

‘     available exclusively a hosted Internet service.    ‘

‘     There will be NO shrink-wrapped application or      ‘

‘     preloaded software.     ‘

 

 

‘     E-PAPER?   ‘

‘     If E-Ink and Lucent and/or Xerox have their       ‘

‘     way that will be electronic reusable paper      ‘

‘     display could be very thin and flexible. A     ‘

‘     collection of these displays could be bound       ‘

‘     into an electronic book. With the appropriate     ‘

‘     electronics stored in the spine of the book,     ‘

      pages could be updated at will to display    ‘

‘     different content.     ‘

 

‘     E-Ink/Lucent Technologies recently     ‘

‘     announced a major breakthrough in their      ‘

‘     development of a flexible, paper-like electronic     ‘

‘     display, as they jointly demonstrated working    ‘

‘     prototypes built on thin sheets of plastic using      ‘

‘     electronic ink, driven with printed plastic circuits.     ‘

‘     The design has significant potential for electronic     ‘

‘     paper-style and other next-generation displays.     ‘

 

‘     The E-Ink/Lucent Technologies prototypes feature    ‘

‘     a 25-sq-in display. E-Ink’s electronic ink enables       ‘

‘     the display's paper-like qualities including”     ‘

‘     *  Very good brightness, and contrast under a      ‘

‘         variety of lighting conditions     ‘

‘     *  Easy viewing from all angles     ‘

‘     *  Low power consumption; and      ‘

‘     *  Plastic film construction.     ‘

 

 

‘     SUMMARIZE THE WEB?     ‘

‘     www.Copernic.com has announced its new       ‘

‘     Copernic Summarizer software.  With just a few      ‘

‘     mouse clicks, Copernic Summarizer will almost    ‘

‘     instantly summarize any Web page, email or     ‘

‘     text document!      ‘

 

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     ----------------------Item Four--------------------------      ‘

‘     STRATEGIC-USEFUL-INTERESTING LINKS     ‘

‘     -------------------------------------------------------------     ‘

‘     A HARD DISK THAT’S ALREADY      ‘

‘     EVERYWHERE YOU GO     ‘

‘     Click here to get your free Internet hard drive     ‘

‘     via 2SS.Com's affiliation with Xdrive!  For a      ‘

‘     little of your set-up time you can have up to     ‘

‘    100MB of Internet storage FREE!    ‘

 

‘     If Xdrive! interests you act fast and be a little     ‘

‘     careful.  Effective 1-31-01.a similar service     ‘

‘     called JustOn.Com will be discontinued by it’s    ‘

‘     acquirer Novell who has decided to re-direct their     ‘

‘     Internet strategy away from such value-added    ‘

‘     services.     ‘

 

 

‘     LINKS THAT WORK ON THE INTERNET to:    ‘

‘     *  http://www.alxpoll.com/ compose a quick pole     ‘

‘     *  http://www.gohtm.com/options.asp to convert    ‘

‘        an Adobe ‘PDF’ document into an HTML     ‘

‘        document.    ‘

‘     *  http://www.eardc.swt.edu/cgi-bin/ucon/ucon.pl     ‘

‘        performs conversions feet to meters, pounds     ‘

         kilograms, etc.     ‘

‘     *  http://www.phonespell.org/ to select a phone     ‘

‘        number that spells something memorable.      ‘

‘     *  http://zaplet.zaplet.com/index.jsp to help you      ‘

‘        share, schedule and organize a group via    

‘        the WWW (as featured last month)    ‘

‘     *  http://www.zoomerang.com to create a     ‘

‘        full-blown WWW-based survey.     ‘

 

‘     You may want, as we have at 2SS.Com, to     ‘

‘     click on these links and add them to your       ‘

‘     favorites.  We have a folder under       ‘

‘     ‘Technology’->’Software’->’That Works on the     ‘

‘     Internet’ that includes these links for future    ‘

‘     reference.    ‘

 

 

‘     [][][][][][][][][][][][][][][][][][][][][][]     ‘

‘     -------------------------Item Five-----------------------      ‘

‘                         WHY SUBSCRIBE?    ‘

‘            2SS.Com & YOUR SUBSCRIPTION    

‘     -------------------------------------------------------------     ‘

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‘     Ron Ellis of 2SS.Com.    ‘

 

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‘     [email protected]     ‘

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‘     [email protected]      ‘

‘     Computer and printer rentals of all     ‘

‘     types by Rick Randall, President of     ‘

‘     RenTech Computers.  Visit them at      ‘

‘      www.RenTechComputers.Com.    ‘

 

‘     [email protected]       ‘

‘     Corporate and professional skill training    ‘

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‘     of Computer Assistance. Visit them at     ‘

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‘     Strategic Planning, turnarounds, marketing   ‘

‘     analysis, and litigation support by Peter H.   ‘

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‘     current contact data for you.  It is:     ‘

‘     Contact: [[Contact:26]]     ‘

‘     Company: [[Company:25]]     ‘

‘     Title: [[Title:46]]     ‘

‘     Address: [[Address 1:27]] [[Address 2:28]]     ‘

‘     City: [[City:30]], State: [[State:31]]  Zip: [[Zip:32]]     ‘

‘     Phone: [[Phone:35]]  Fax: [[Fax:36]]    ‘