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Marketing W. Kandinsky, Decisive Pink, 1932

Marketing

THE BRANDING SPIRAL

Savvy marketers use these concepts to create a three-stage branding spiral. First, you use TV, print or radio to get people interested and send them to the Web. Second, you use the Web to get those customers involved (via specialized content and interactive services). You also collect their email addresses. Third, you use email to remind and incent them to return to TV and the Web again. Email closes the loop and starts people around the spiral again.

An example. A sports channel reminds you to visit its Web site. At the site, it involves you with an interactive fantasy league. Then it uses email to remind you to return to TV for the pre-game show.

See how it works? Let me take you around the spiral a few times, using different words to illustrate the role of each medium.

  1. TV/Radio/Print - Online - Email
  2. Interest - Involvement - Interaction
  3. Passive - Active - Interactive
  4. Attention - Intention - Retention
  5. Richness - Rewards - Relationship

KEYS TO SUCCESS

The keys to spiral branding are:

  1. Use each media for its best purpose (for instance, don't try to create a TV experience on the Web)
  2. Do it fast (get something up now and fine-tune as you go along)
  3. Iterate constantly (make improvements each time around the spiral)