Q: Aside from a banner campaign, how can I use the Net to build my
company's brand?
A: The Net should never be the only way a company builds it's brand.
Rather, it should be a prominent part of a well rounded media mix
entailing online, tv & print used together to reinforce your
message.
In terms of online, there are numerous ways to build a brand ... aside
from regular banner campaigns, you can request each site for different
ideas to push the creative envelope. Some sites are more open to it than
others but definitely ask. You can also develop a website that would
promote the company's message and this would in turn educate the online
audience.
Brand building is a complex process. To get the most of your media buy,
combine as many facets as possible. This will ensure the widest audience
receives your message.
If you have any questions for this column, write to
cnni.asia@turner.com.
