On The Value of 'The Brand Website'

In the 16 days since the beginning of the year we have been exposed to several questions about the value of a Brand Website. So, we ask, Should the Brand Website die?

For three key reasons we say no:

1. Social Networks are Brands unto themselves, created and driven by a singular need to control conversations and monetize them in what is fundamentally an uncontrollable and largely unmonetizable environment. Is it necessarily true then that the benefit of being in the middle of the conversation (or worse still disintermediating it!) is worth surrendering control of your Brand by outsourcing ownership of your customers? Is it really a good long term strategy to outsource your media assets and in some cases the majority of your Web presence to a third party that has no idea or concern as to who you or your customers are?

2. Brand Websites are effectively an oasis for your highest value customers and prospects. Compelling brand experiences can have a significant impact on competitive switching and in influencing purchase intent. No matter how clever a Social Influence Media Presence one may construct, it can never be as compelling as an experience that lives in a dedicated and artfully constructed environment or perhaps more importantly, an experience that utilizes the full range of options available to marketers in the Digital space.

3. This is not a zero sum game. A great Brand Website does not preclude having a smart and savvy SIM presence. In fact it demands it. The two are complementary and together are a shining example of the ageless principle of the sum of the parts being greater than the whole. Change the mix by all means necessary, but in doing so, let us all remember that extreme swings on the basis of fashion rarely result in outcomes that respect our customers.

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