Visual Branding in the Age of
Amazon has dominated retailing in the past year. That said, there is a huge opportunity to bridge the excitement gap between tangible in-store presentation and the current online experience. Most ecommerce sites focus almost exclusively on price and fast delivery, not brand experience. In this book, Joseph Dollens focuses on how to create more excitement for your brand in major ecommerce sites. Brands speak in a visual language and create lasting emotional connections. Consumers prefer the convenience of online shopping but the experience of in-store shopping. WHY? This book explores how great brands reflect their core brand successfully in ecommerce, and identifies actionable principles for effective visual online shopping.
Ping! Connecting with Your Consumer at the Shelf
PiNG! is the magical connection successful brands make at the shelf with consumers. That connection converts shoppers into consumers. A good brand PiNGs the consumer many times using a singular focused message. PiNG! points can take the form of brand architecture, language, benefits, package design or innovation. Their job is to define the brand, grab the consumer’s attention and convince her that this product will enhance her life. In marketing, you often have only one brief chance to connect with your consumer. PiNG! helps you make the most of that chance.
In the scramble for sales on Amazon and other major online sites, many marketers are losing control over their brand messaging.
Although e-commerce destinations can and should emphasize the breadth of their offerings along with speedy distribution and delivery, they should also provide enhanced opportunities for visual branding. Marketers, in turn, should emphasize their brand’s visual attributes and overall quality within the digital marketplaces. The following principles can help companies reveal inconsistencies between their brand’s online presence and their brand strategy in the physical world. It is not expected that every company can tackle all of these principles at once. However, they provide a useful starting point for gaining greater control of brand messaging online.
