CReATION: Neglect of brand values leads to failure of dotcom advertising

The majority of dotcom advertising in the United States doesn't work because cyber companies and their agencies believe that huge and bizarre ad campaigns will be sufficient to build a brand in the shortest time possible. Part of the problem lies in the fact that in their rush to get into the market quickly, many of the dotcoms failed to resolve key details about their core brand values. Speaking at Business Week's Asian Corporate Branding Symposium in Hong Kong, Shelly Lazarus - chairman of the board and CEO of Ogilvy & Mather Worldwide, United States - said, "A lot of them are doing anything to get people's attention. This whole notion of doing something bizarre in order that the whole world will know you is ridiculous." On the dotcom television commercials that aired during the Superbowl at the beginning of the year, Ms Lazarus said, "I was horrified because I have no idea what they are and I don't know what they are selling." People would sit up and take notice but would quickly forget because the brand or the message was not conveyed in a clear manner to potential consumers, she added. She also said that the creation of a Website should encompass the core brand values and that these values should be the same either off or online. It was, therefore, important to properly brief programmers and designers about the brand identity before work on the Website began. "Putting TVCs on the Internet through streaming technology is not what it's all about," Ms Lazarus said.

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