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spiral branding
Business Week once reported, "harnessing the Internet to build and maintain brands has become the Holy Grail of marketing." The Internet does indeed open new possibilities -- and new dangers for anyone who ignores the signs. The advent of Internet sites and Internet email make possible a new form of marketing called "spiral branding".
You need to know this for two reasons. First, as consumers it pays to be aware of the tactics marketers are using to influence us. Second, many of us will need to understand and use these techniques ourselves, in our own businesses.
The word "spiral" describes the accelerating benefits of a positive feedback loop. Bill Gates, for instance, often talks about the upward spiral of his Windows business. Because there is more software, customers purchase more Windows machines. Because there are more customers, developers build more software. Which attracts more customers. And around it goes (and grows).
The branding spiral
Savvy marketers use these concepts to create a three-stage branding spiral. First, you use TV, print or radio to get people interested and send them to the Web. Second, you use the Web to get those customers involved (via specialised content and interactive services). You also collect their e-mail addresses. Third, you use e-mail to remind and incentivise them to return to TV and the Web again. E-mail closes the loop and starts people around the spiral again.
An example. A sports channel reminds you to visit its web site. At the site, it involves you with an interactive fantasy league. Then it uses e-mail to remind you to return to TV for the pre-game show. See how it works? Let me take you around the spiral a few times, using different words to illustrate the role of each medium.
Keys to success
The keys to spiral branding are: