Network: Bringing Brand Into The New Era

The Internet has entered thousands of households, while changing people's lives, it also strongly stimulated brand communication activities.

The Internet has brought the brand into a new era.

Network enables enterprises to interact with consumers, and makes communication between consumers more convenient.

As long as the keyboard and mouse are keyed up, consumers can easily find information, publish opinions, chat, play games or listen to concerts on the Internet.

On the Intel website, people can comment on the company's products through the Forum; before consulting specific economic problems, they can first describe their economic status in detail at the American Express website; consumers can check the food price and nutrition information before buying food in Peapond network supermarket; in the campus space provided by GeneralMills, children can exchange e-mail with rabbit Trix and little monster LuckyCharms; if you like, you can also see concerts on Pepsi website.

Benjamin Moore (BenjaminMoore) is a well-known brand of paint. The name and logo of the company mean quality assurance.

Benjamin Moore has inherited and carried forward the promise of the brand.

After the brand has launched its own website, the Internet has provided another broader development space for the brand.

When Benjamin Moore's customers (real estate owners, builders, designers, engineering contractors, etc.) visited the site, they wanted to see not only the different kinds and colors of the paint, but also their specific uses: if the paint is suitable for home and which paint is suitable for offices or buildings, their expectations have improved.

Because of the existence of network interaction function, visitors have great enthusiasm to take advantage of this interaction, and they are unknowingly involved in brand building.

Benjamin Moore also designed a virtual paint spray scale for visitors to accurately measure the extent to which a building is painted.

Visitors can also learn some basic knowledge of walls and ceilings on this network.

These auxiliary functions greatly expand the amount of information that traditional brands do not possess, and these information are often consumers' need to understand.

Benjamin Moore's website has color references, telling consumers how to choose paint and coordinating the relationship between paint and lighting.

The website also introduces some tips, such as "how to use lights when the color is not satisfactory," and reminds people to think that the color of paint on the pattern and the effect of painting it on the wall are different.

Visitors can also read some updated information and some basic knowledge. It is easy to see what kind of color is suitable for a room, for example, red for kitchen will increase people's appetite.

Benjamin Moore's website is always full of novelty and sentiment. It gives you a sense of intimacy and makes you unconsciously attracted by it.

These practices are just the beginning of its online brand building, and Benjamin Moore has played the most active role of the Internet.

It hosts a home painting competition on the Internet. The new owners rebuilt the house with Benjamin Moore paint powder, and sent pictures back and forth before and after painting the new house. The website exhibited and evaluated their works on the Internet.

This activity has enhanced the consumer's interest in painting and painting knowledge, stimulated their love for home, and kept them memorized by Benjamin Moore.

The Pampers diaper (Pampers) of Procter & Gamble (P&G) has also expanded the information content of the brand in the process of expanding into the network field, and the brand commitment has been promoted.

We know that Pampers is a famous brand of diapers, and the network is closer to the young people who have just become parents.

The website provides some common sense of knowledge that young parents need to know, attracting young parents to visit their Pampers PampersParentingInstitute PPI.

Here, young parents can get detailed guidance. They can see a lot of knowledge about how to take care of their children, such as children's safety, prevention and treatment of children's diseases, etc., and we can also see the experts' views and views on children's physical and psychological problems.

Its topics are always centered around families, from basic knowledge to fashion topics, and visitors are always willing to be guided by experts.

The Internet gives Pampers more room for inspiration. It knows that young parents always want to learn from other children's growth process and want to learn useful things from other parents' nurturing children.

So it opened up a plate for the proud parents to tell the story of "the loveliest child".

There are always some parents who never let go of any opportunity to tell their acquaintances how smart their children are, whether or not they are willing to listen to these stories.

Since Americans are willing to tell these stories through national television, what is wrong with the Internet?

Thousands of parents want to tell the story of their children's growth, which fully meets their needs and gives them the opportunity to fully express their love for their children. At the same time, these parents will always remember this brand when they spread their affection on the Internet.

The network expands the amount of information carried by the brand, provides a powerful driving force for brand information dissemination, and becomes an important window for consumers to understand the brand, which can meet the individual needs of different consumers.

As a medium of high technology, the biggest difference between it and traditional media is that the Internet is the only medium that enables consumers to interact with brands before shopping.

Consumers and brands can communicate in real time in the form of audio, video or three-dimensional animation, and the forms of communication can also be varied.

In addition, if consumers trust the Internet, they can use credit cards to pfer their accounts online.

People use the Internet to process a large amount of daily work, which saves them time.

These characteristics of the Internet make the network play an important role in enhancing brand value.

A survey by ScreamingMedia shows that many Americans believe in the Internet, and think that the Internet and television, newspapers and other traditional media can not be less.

Another finding is that 67% of respondents believe that the most interesting consumption is from the Internet instead of TV, and 65% of the respondents are surveyed.