Friday, May 09, 2008
E-BRANDING?...(Jan. E-News from 2SS.Com)
[[Contact:26]]
[[Company:25]]
Dear [[Salutation:40]],
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‘ E – N E W S from ‘
‘ 2SS.Com ‘
‘ Compiled and Edited by ‘
‘ Mailed on: 01/01/2001 9:04 PM Number 29 ‘
‘ Int’l Standard Serial No. - ISSN: 1523-3537‘
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‘ HAPPY NEW YEAR ‘
‘ and thank you for subscribing to E-News ‘
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‘ 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. ‘
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‘ --------------------------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. ‘
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‘ --------------------------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! ‘
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‘ ---------------------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! ‘
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‘ ----------------------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. ‘
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‘ -------------------------Item Five----------------------- ‘
‘ WHY SUBSCRIBE? ‘
‘ 2SS.Com & YOUR SUBSCRIPTION ‘
‘ ------------------------------------------------------------- ‘
‘ Maybe the best reason to subscribe is ‘
‘ the ‘E-News Strategic Technology ‘
‘ Advisory Panel’, a growing list of ‘
‘ professionals in a variety of disciplines ‘
‘ who have agreed to: ‘
‘ 1--Review each month’s issue in ‘
‘ advance of its release. ‘
‘ 2--Contribute year-round from their ‘
‘ respective areas of specialization. ‘
‘ 3--Accept your strategic systems ‘
‘ technology questions. (This is a free ‘
‘ EXTRAORDINARILY CONVENIENT, ‘
‘ multi-discipline resource available to you.) ‘
‘ Computer Hardware and Software ‘
‘ Acquisition, Service and Repair by ‘
‘ Ron Ellis of 2SS.Com. ‘
‘ Accounting and Financial expertise inclu- ‘
‘ ding Audit, Tax and General Business ‘
‘ Consulting by David Ljung, Principal at ‘
‘ Gilbert Accountancy Corporation. Visit ‘
‘ them at www.GilbertCPA.com. ‘
‘ Perspectives from a long-tenured, technically ‘
‘ savvy and top-notch MIS Director Morris ‘
‘ Slocum of Emergency Physician Billing ‘
‘ located in Oklahoma City, OK. ‘
‘ Human Resources expertise, including ‘
‘ problem employees, policy and procedures, ‘
‘ and customized training by B.J. Flora of . ‘
‘ B.J. Flora Associates. ‘
‘ Computer network design, implementation, ‘
‘ maintenance and support by Ron Ellis, ‘
‘ Managing Director of 2SS.Com. ‘
‘ Computer and printer rentals of all ‘
‘ types by Rick Randall, President of ‘
‘ RenTech Computers. Visit them at ‘
‘ Corporate and professional skill training ‘
‘ by Ann McCandless, Owner and founder ‘
‘ of Computer Assistance. Visit them at ‘
‘ Strategic Planning, turnarounds, marketing ‘
‘ analysis, and litigation support by Peter H. ‘
‘ Michael, President of The Michael Consulting ‘
‘ Group. Visit them at www.mcgmcg.com. ‘
‘ Internet WWW authoring, database ‘
‘ development and connectivity by ‘
‘ Michael Nelson, President of SacWeb.. ‘
‘ Visit them at www.SacWeb.Com. ‘
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‘ Contact: [[Contact:26]] ‘
‘ Company: [[Company:25]] ‘
‘ Title: [[Title:46]] ‘
‘ Address: [[Address 1:27]] [[Address 2:28]] ‘
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