Brand hacker Empire: digital life

Keyword: brand hacker Empire being digital business models for digital brand promise

The world brand laboratory (http//brand.) Roundup: on the Internet, customer experience is the brand.

In another industry, aggressive Internet upstart are neutralised these mature brands that increasingly powerful digital brand won the visitor number of rapid expansion, the traditional brand of precarious. The reason for this problem is not in the traditional brand itself, but rather out of their managers.

Operators are very clear in the traditional economy brand represents concepts, namely: consumers with a product or service features, image and performance of the overall awareness and likes and dislikes. This is the Internet is also very important. In addition, digital brand management to consumers for the first time visiting the Web site, the shopping, delivery and after-sales service of the entire process, you must properly manage consumers ' online shopping experiences. For digital brands that consumers online experience is essential, for the simple reason that all of these experiences, both good and bad, or General, will affect consumers ' awareness of the brand and acceptance. In other words, on the Internet, experience is the brand.

For example, in the traditional economy, if a consumer in the store to buy from the retailer lipstick encountered unpleasant experience, she most likely will not attributed to the retailer and not a manufacturer. But if consumers from Procter's website to purchase the same product without encountering unpleasant, she feels it is possible that points directly to the Procter and Gamble Company itself. Therefore, digital brand management objective should be to create a brand extension to build fully, the perfect consumer experience.

However many brand managers, in particular become limited to traditional operators of the world, the lack of a coordinated operation mode and the specific measures to complete the establishment of a digital brand this Hung Tao Wei Dynasty. These operators are missing is a set of commitments for the consumer to the coordination of the action programme, to be able to deliver on these commitments of website design and be successful profitable business model.