What are examples you have seen of a brand having to evolve as it moves from offline to online?
We have the lead brander behind Starbucks, Lego Mindstorms, and much of Nike's product line in Utah Nov13th (http://events.twelvehorses.com) to talk about "Brand Evolution. I'd love the chance to talk about some real local brands and how they have evolved (or failed to), and the challenges and wins they have faced. Any input, or any questions you'd like to see posed at the event would be great.
Answers (9)
This isn't a local brand, but is currently in the news and is something worth following. In 2009, the Christian Science Monitor will become the first nationally circulated newspaper to replace its daily print edition with its website. It is a sign of the digital revolution and will be interesting to see how the brand evolves and see how consumers respond. I am looking forward to the event and will see you there.
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Dave ★ G
Hype-man for the unemployed ♦ Guy who "gets things done" ♦ "Crazy" Thinker ♦ dave@careercorps.com
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The best example I've seen of a brand having to evolve as it moves from offline to online is BLOCKBUSTER. Netflix came along and challenged Blockbuster's existence, however, Blockbuster quickly developed their online presence and created a competing mail-order business model in order to survive. A very interesting case study, to say the least...
Great topic for discussion. I am always fascinated in companies that are pushed to reinvent themselves due to the advancement in technology. Volumes of Britannica encyclopedias are still found at garage sales and Kodak had to give up film, it’s goldmine consumable, to enter in (albeit late)to the online arena.
The travel industry! I work for a software company that develops software for travel agencies. It's been difficult for travel agencies over the years given the greater online presence of booking engines. So the traditional offline brick-and-mortor has to go online to compete with ease of access, pricing, promotions, etc. In addition, they still want to provide the same quality of service...
Love the Blockbuster example...that's a good one too!
~J
It's definitely interesting to see how newspapers are reacting to the Internet. The Arizona Republic has invested a lot of resources in transitioning their brand from print newspaper to integrated information source by highlighting their website azcentral. I doubt they're making any money off the deal (who in newspapers is?) but they have successfully migrated their brand's perception in the community. A lot of younger people I know who've rarely if ever bought newspapers visit the site daily.
Lois K. G
Direct Marketing Expert, Agency Owner, Author and Speaker
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Steve,
I'm working on a new book, this one on brands...and what I'm learning from interviewing company marketing directors...is that they can go from offline to online...but then they are losing their bottom line!
They are calling my agency and are in a quandry as to how to get the same revenue that they were making before, now that they're moving online.
This is happening with magazines, newspapers (some previously mentioned the Christian Science Monitor), but it is all newspapers.
Many retailers are losing market share to their online competitors. Case in point is my contact lens store in New York City. They had to close down as so many people are ordering easily one line.
How many sales are lost by local shoe stores to Zappos.com?
Yet, Barnes and Noble and Borders are still doing well, despite amazon and their own online sites. It is interesting that people still enjoy going into a bookstore and picking up and holding books in their hands.
I like your question, and want to interview you for my new book too. Good luck with your twelve horses event.
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Steve, interesting question as always. I believe almost every business needs to move their brand beyond ‘brick-and-mortar’ to ‘click-and-order’. The question is always to what degree? Most every company has had to establish itself online. That means everyone must evolve their brand for better online consumption.
I know you already know this and are asking us for ‘examples we have seen of brands having to evolve as they move from offline to online’. My answer to your question would be almost all of them. Airlines, banks, retailers, government agencies, healthcare, media, real estate, oil and gas, education, professional services, almost every company has had to evolve their brand from offline to online.
So, the question is…who has had the most deep-seated impact on their company due to the internet? What companies have had to react radically with their brand because of online competitive threats? Here are my choices added to those already listed:
Business services companies. Cintas, Excelon, Zorch, Ceridian, etc.
Financial Services: American Express, John Hancock, Hartford, Oneida, Merrill Lynch, Prudential, etc.
Music Labels and Retailers: EMI, Arista Virgin, Capitol, A&M, RCA, Wal-Mart, Target, etc.
Insurance Companies: Progressive, Geico, AIG, Farmers, State Farm, etc.
Media: Knight Ridder, Bloomberg, Viacom, Tribune Co., Media Com, etc.
Retailers and E-tailers: Wal-Mart, Staples, Office Depot, Office Max, HP Home, Dell, Sears, etc.
Real-Estate: Coldwell, Re/Max, Century 21, Realty One, Prudential, etc.
Not all of these brands have made the jump completely to online, but they are well on their way. Good luck.
Nike+ is one of my favorite examples of a company successfully bridging the gap. Their creation of an online community that allows users to share running routes, iTunes playlists, and more has demonstrated that a brand can leverage product, partner, and place to extend the conversation online while still remaining the driving force.
Matthew R
EVP, Corporate Communications Practice Head at MWW Group
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ING and its online manifestation, ING Direct
