Presentation I gave at Cornell University discussing branding on the Internet

1. Branding on the Internet
Improved!
Now with
extra
brandiness!

2. Iconic Brands

3. Whose brand are
we building here?

4. Pick a brand.
Any brand…

5. Google is
super helpful

6. Does this build
a brand?

8. Google vs. TV Top 10
35
30
25
20
15
10
5
0
Weekly viewers/visitors (millions)
TV Top 10 Google

9. Google vs. CBS
25
20
15
10
5
0
2007 revenue (billions) 2008 revenue (billions)
CBS Google

10. How do customers find you?
Direct Navigation Referred
Email
Search – Natural & Paid

11. Inbox overload

12. Not just a PC
• 4.1 billion mobile phones
worldwide
– Over 50% market penetration
worldwide - in 26 years
• 22 million people use the
mobile web every day
14

13. “The future is already
here, it’s just not
evenly distributed”
– William Gibson

14. Helpful resources
Online Marketing
•
Seth Godin’s blog: http://sethgodin.typepad.com/
–
Mike Moran’s Biznology: http://www.mikemoran.com/biznology/
–
Steve Rubel’sMicropersuasion: http://www.micropersuasion.com/
–
David Armano’s Logic + Emotion: http://darmano.typepad.com/
–
E-commerce
•
Grok Dot Com – Future Now’s Marketing Optimization Blog: http://www.grokdotcom.com/
–
Get Elastic – Elastic Path’s blog: http://www.getelastic.com/
–
Social media
•
Chris Brogan: http://www.chrisbrogan.com/
–
Josh Bernoff/Forrester’s Groundswell: http://blogs.forrester.com/groundswell/
–
Customer intelligence/market research
•
Hitwise blog: http://weblogs.hitwise.com/
–
Compete blog: http://blog.compete.com/
–
Web analytics
•
AvinashKaushik’s Occam’s Razor: http://www.kaushik.net/avinash/
–
Shameless plug
•
Tim Peter’s blog: http://www.timpeter.com/blog/
–

15. References
TV Top10 Ratings (January 19-25, 2009) Retrieved from:
•
http://blog.nielsen.com/nielsenwire/tag/cbs/page/7/
Google 1.2 billion weekly searches (January 2009) Retrieved from:
•
http://www.comscore.com/blog/2008/03/universal_search_a_first_lo
ok.html
CBS 2008 financial information retrieved from:
•
http://seekingalpha.com/article/121341-cbs-corporation-q4-2008-
earnings-call-transcript?page=4
Google 2008 financial information retrieved from:
•
http://www.google.com/intl/en/press/pressrel/revenues_q408.html
Mobile phone usage:
•
http://www.comscore.com/press/release.asp?press=2752
Mobile phone penetration: http://www.itu.int/ITU-
•
D/ict/publications/idi/2009/material/IDI2009_w5.pdf