The strategic imperative behind multichannel branding
Why should a customer pay a premium for your product when information about your cheaper competitor’s prices and service is only a few clicks away using the Internet? Because you are doing everything you can to ensure that your brand message is heard across all channels to attract the increasingly indistinguishable online and offline shopper.
New kid on the block
Multichannel branding is not new. What is new is the addition of the Internet to the list of available, more traditional channels: print, radio and television. Large companies could once control these limited communications channels and dominate a geographic market using vast amounts of money. Now, the Internet provides companies large and small the same opportunity to reach customers quickly and efficiently, making online branding a critical business requirement…