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1. Introduction
2. Who am I
3. Brand websites in the past
4. Brand websites now
5. Before you begin: does and don'ts
6. Do spend your brainstorm time on the strategic
7. Don't spend your time brainstorming how it looks
8. See how you competitors are doing
9. Don't write a list of what everyone else is doing
10. Understand your internal structure
11. Don't assume that everyone is going to help you
12. Do look to the future, plan ahead
13. The new consumer
14. The new consumers are gods
15. The importance of trust
16. Establishing trust: best way to establish loyalty
17. Trust is a two way street
18. What is brand ownership?
19. Ownership creates involvement
20. Ownership and responsibility
21. The importance of creating a dialogue
22. Ownership and efficiency
23. Who are your brand owners?
24. Building trusted brand communities
25. People don't want a fixed place to get their info
26. A more flexible approach
27. It's all about facilitation
28. Facilitation is about empowering consumers
29. Facilitation: making it work
30. It's all about involvement
31. Involvement: making it work
32. It's all about transparency
33. Transparency: making it work
34. It's all about generosity
35. Generosity: making it work
36. It's all about relationship
37. CRM
38. Relationship: making it work
39. Communicate what, when, where, how they want
40. It's all about expectations
41. There is no excuse for missing out on core tools
42. Brand / e-commerce integration
43. Data capture
44. A word on microsites
45. Expectations: making it work
46. In summary: trust is achieved by...
47. More power you give them, more loyal they will be

Topics Covered

• Brand websites: the past and present
• Points to consider before you begin
• The new consumer
• The importance of trust
• What is brand ownership?
• Who are the brand owners?
• Building trusted brand communities
• Facilitation, involvement, transparency and generosity
• It is all about relationships and expectations
• Brand and e-commerce integration
• Microsites

Links

Series:

• Online Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on September 30, 2009
• Archived on April 11, 2022