eBusiness Orange County SIG

Thursday,
August 30
7:30am - 9:30am

The Park Place Auditorium, Prudential Building
3333 Michelson Drive, Irvine

Members: $15
Non-Members: $40

Corporate Presenting Sponsor:

Branding on the Internet:
The New Rules for Success

Agenda
7:30 - 8:00 a.m. - Continental Breakfast
and Networking
8:00 - 9:30 a.m. - Presentation

The truth is suddenly very evident: it never really was about building online brands; it was really about building brands online.

Using the Internet to build brands seems like a good idea. It is, after all, the first global medium that offers the opportunity for one-to-one marketing. It offers unmatched opportunities for interaction and communication. It's an intrusive media-unlike TV, the Internet keeps its users actively engaged.

Yet, most companies-even companies who have built strong brands through more traditional media-don't know how to use the Internet effectively as a brand-building medium.

There are many reasons for this, but one stands out: the Internet has fundamentally changed the very nature of branding. Tools and techniques that worked in the world of building broad image across mass audiences fail miserably online. And are becoming less and less effective offline.

This presentation will show how companies can use the Internet to build their brands-and how powerful, successful brands are built over time--not overnight--by the careful integration and synchronization of online and offline marketing activities.

Attendees will learn:

The value a strong brand brings to a corporation
How the Internet has forever changed the concept and practice of branding
How the Internet has changed branding from a passive to interactive customer experience, and how companies can maximize this experience
How to make your Website the hub of an integrated 3600 marketing program
How to synchronize online branding activities with effective offline marketing programs
How companies have used the Internet to successfully--or unsuccessfully--extend and expand their brands

Panelists:
Guest Speaker: Rick Sharga, Executive Vice President, General Manager, neoBrands