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

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