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Command Your Brand: 6 things to embrace about new media and the new consumerism that goes with it

This article, “Content Builds Brands Online,” discusses how online branding is different than offline branding and what you can do to run with the big dogs, so to speak. “Whereas offline branding tends to be image and emotion driven, online branding tends to be information and logic driven.” I have summarized the content into these points: Computer, Composition, Commerce, Content, Contenders, and the Seeker. McGovern calls attention to the special kind of person that is affected by online branding and how it can be considered a second stage preceded by offline marketing. He claims that it is not about getting attention but giving attention.

References
McGovern, G. (2001, Winter2001). Content Builds Brands Online. JMM: The International Journal on Media Management, 3(4), 198-201. Retrieved February 22, 2009, from Communication & Mass Media Complete database.

For a powerpoint presentation…

4 responses to “Command Your Brand: 6 things to embrace about new media and the new consumerism that goes with it”

  1. Week 8 – Monday – Class Notes « Basic Concepts of New Media

    […] Katarina […]

  2. mogibson Avatar
    mogibson

    Katarina, Very good slideshare presentation. I liked it becasuse it was simple and to the point. Online “Branding” is important in business today and website content is a key to creating a good “Brand” name for a company. This weeks articles had similar conclusions as did McGovern, giving attention is essential. Great good! Mark G.

  3. bocretio Avatar
    bocretio

    Meaty topic.
    This is a topic that I think would have been good to spend more time on, as I have general ideas on how branding has changed and how companies are working today to brand online, but the things that we were not able to get into are of interest to me as well: offline branding of the online space, the transistion of branding from off to online, and what the impact of new branding techniques are on online users.
    How well are online-only brands sticking? Are longtime users of one brand switching when exposed to and heavily invested in utilizing the online space?
    Thought provoking. Nice presentation!

  4. chanda2 Avatar
    chanda2

    This was an interesting presentation. I am one of those people that is impatient and tends to stick to the logos and other images that I am used to seeing. I think with all the scams that exist on the internet these days it just feels safer to stick to brands that you know are trustworthy. I liked the layout of your presentation too!

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