A few words of explanation may be in order. Internet Search Directories attempt to list all the worthwhile websites on the Internet. Since their number is measured in the billions, this is no easy task. Directories got a great deal of momentum when Google decided to count back links to a web page as a measure of the importance of that web page. A back link is another web page, which has a link to the web page of interest. As Google grew so did the interest in Internet Directories. Here was a place where web pages could get listed and create back links.
Branding is big business and it’s important to do it well. It can be almost Make or Break for a company. How can you create a strong brand? As it happens, it would seem that Microsoft may not be doing too well on this question in the early part of 2006.
The right choice of brand can be a powerful element in driving sales growth. Sometimes one can learn a great deal from the way a big company handles a particular aspect of marketing. This is not always true when it comes to branding. One ‘problem’ many big companies have is that they have too much cash. Smaller, leaner companies must use guerilla marketing techniques to make the maximum impact with the minimum of cash. To be successful, they must be very creative and effective in the way they create their brand. A big company may have many decision-makers and the final brand choice may be a committee decision. At some point, the die is cast and they then try to make the brand work the best way it can. Microsoft is currently defending why it should continue to have $ 35 billion US on hand, which it maintains is for “new technology and other things important to the company’s operations”. So if required they can certainly invest money in making their new brands well known.
This newsletter reviews what Microsoft has done and suggests some lessons that can be drawn from their activity. Branding is an important concept for all sizes of companies, including even one-person enterprises. In this newsletter, we will explore in some detail what exactly a brand is and what it can do for your company. Continue reading