Web branding is more than skin deep
July 04, 2005: New Thinking by Gerry McGovern: "By Gerry McGovernWeb branding is much more about function than image. Great websites put substance before flash. This reflects a knowledge society that has become more rational in how it makes decisions.
First things first, emotion still rules our lives. No matter how many facts we gather before we make a particular decision, we will always be heavily influenced by our feelings. Beauty still adds sparkle to our lives, and when style and function combine that�s an irresistible combination.
Somewhere along the line, branding lost its way. It became rigidly linked to a narrow focus on creating marketing messages that spoke to surface emotions. Branding became all about image in some people�s eyes. A lot of marketing and advertising became a process of telling pleasant lies. The idea was to create a fantastic fiction out of the product"
posted by Jen @ 11:18 am
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