Published on 25 Jan 2010, 22:40hrs
Error 404–Not Found
At first I felt I reached a wrong website and then saw the URL had turned from http://www.aircel.com to http://www.aircel.com/AircelWar/appmanager/aircel/delhi?_nfpb=true&_pageLabel=pages_home and was defaulting to that everytime. Thanks to the favicon of Aircel, I did recognize the website as that of Aircel – the Telecom Operator (observe on the Google Chrome browser tab header in the picture).
As a Brand Manager of Aircel, I would never tolerate my Web Presence being compromised. With most of my consumers being online today, my online identity’s importance is next to none. Pity I am not.
While Airtel is basking under the glory of a revised identity, though not too impressive, Aircel committed a grave mistake by carelessly letting their website sink.
Many many of my readers think, it was a blunder? May I hear you in the Comments?
The expectations from Online Branding by companies big or small is higher than that of Offline Branding. And the reason seems the flaw in positioning Offline Branding itself. While the end result of any expensive exercise is either to reach the brand out to more number of people or convert more people from “Interested” to “Buying”, the misconception is going online will translate into exponential sales. Its essential I clarify right here right now.
Expectations from Online Branding initiatives should not be too different to that from Offline Branding exercises with the exception of being able to measure and control faster than traditional media. At the same time, in today’s market scenario, either of them cannot individually fulfill your goals.
If you think otherwise, do let me know the reasons for the same, in the Comments below.
While most of us find innovative ways of positioning Branding, its essential to learn the widely used terminologies in the domain, so that positioning your pitch for both your team’s and client’s understanding is clear and well-segmented.
He is a wonderful table of branding elements developed by Kolbrener, a branding firm in New York. A handy tool to quickly segment your Brand Plan into the relevant sections for easy comprehension.
Do let me know of any other you find in the Comments.
While most businesses are striving away and spending sums of money on getting people to come to their website once, there are an intelligent few who capitalize on our typing errors.
It all started when I missed the second “s” in WordPress.com. I suddenly find myself seeing a Sexual Dating website and it was absolutely unintentional. Yes, “wordpres.com” leads you to “fatebook.com” an adult dating website.
While Yahoo was smart to redirect “Yaho.com” to Yahoo.com and Google has covered its base registering “Gogle.com” and “Gooogle.com”, Gamil Design, Inc. encashed on the traffic thanks to typos by people wanting to reach Gmail.com (created 1995), by registering “Gamil.com” way back in 1998.
I checked if “ggle.com” also lead to the Google Search home page, and smiled on seeing a charitable interest is providing information about how to achieve wellness through good nutrition, i.e. healthy eating. Seems like another of the HerbalLifes, Kellogs and Horlicks of the world, marketing their Food Supplements in the guise of healthier food. Cant help not believing these efforts as stealth promotions, thanks to overuse of such tactics by even the big brands.
Have you noticed other such websites banking on getting traffic from typing errors? Do let me on in the Comments.
While there are quite a few platforms to share and trash out new venture ideas with like minded people or seasoned mentors, there are very few ideas that transform into Ventures.
Most enthusiastic wannabe entrepreneurs think a Big New Idea will change their lives and make them the Ace Businessmen they always wanted to be. Its good to be optimistic, however, if all that was ever needed was just a brilliant thought, there would be more rich men than rodents.
Ideation does involve thinking about new ideas, agreed, however it does not stop at that. The ideation phase starts at identifying a need, and moves onto thinking of inaccessible solutions, ways of achieving the same, working out the stages of implementation, chalking out the phases of development, enlisting the logistical requirements, planning the go-to-market strategies and define all thinkable revenue models. Post this comes sharing the thoughts with close friends and striking off or considering the most logically viable options.
While there is nothing bad in being optimistic about his idea’s success, the owner of the idea should also be prepared to scrap the idea and start from the scratch if and when seen less viable.
Where ideation is an integral part of innovation, it does not stop at just that.
Do leave a Comment and share your thoughts on ideation and its importance to you.
While a few years back we would associate bargains with cheap products, today we are spoilt for choice thanks to even big brands offering rebates on their wares.
When considered the best buys today we not only find the new comers, the established brands also are giving away their products for less.
The reasons the businesses quote are:
1. Cheap competitors have reduced its market worth;
2. Thanks to more vendors, the cost of making the product has come down;
3. Their focus has shifted from niche to mass, thus a price slash was essential,
4. They had to sell away old stocks so that they can make way for new ones.
Come what may there are a few facts, that I see when sieving out the excuses.
1. Their wares were too optimistically priced,
2. The are getting rid of the goods before they go out of fashion or loose their utility value,
3. Their goods are fast reaching expiry dates,
4. They are not able to stand against their competition in the price war,
5. The product was never worth its price,
6. Their products are no more niche.
The reason for price fall, depends not only on the market behaviour, it also relates to how innovatively and well-planned the market lifecycle of the product is. And most fall short right there.
If you have a different opinion, why not we discuss that in the Comments below.