There has been a lot of recent attention on a publication called “The Oldie.”
The Oldie celebrates all things “not modern” in a way that makes them seem cool. Think aloof but clever curmudgeon, less like Archie Bunker and more like Sherlock Holmes.
The Oldie is of course a backlash against a digital age where it seems each day one more experience has been transformed by technology, Instacart to get groceries delivered to your door in one hour, Uber to get a ride without a call or a wallet, Airbnb to rent room for a night in 190 different countries.
As consumers have looked for more and more goods and services online, branding has followed. But is online branding better than traditional branding? Of course not. The same rules apply to digital branding as to traditional banding, but they are simply applied in a new context.
Principle 1. Attract consumer attention.
The “attention getting” function of a strong brand is critical when consumers are moving across advertising to find content online.
Principle 2. Stand out from competitors.
The Internet is a crowded field of sellers competing for the same consumers – what sets your brand apart?
Principle 3. Provide clear and non-misleading information.
The Federal Trade Commission has said it time and time again – traditional legal tenets of advertising law apply to online marketing.
How Is Digital Branding Different?
The way in which these principles play out in electronic media is to a large part dictated by the way in which consumer interact with that medium. For example, mobile devices offer limited real estate, thus advertising must be concise, rely heavily on symbols and not text, and provide enough information to avoid being misleading.
At the same time, mobile devices permit tracking of certain consumer behaviors. This can be a tremendous advantage to advertisers, but they must be mindful FTC guidance on consumer preferences and tracking.
Digital branding is not necessarily better, but it is here to stay and branding efforts must comply with the new legal landscape.
Continue to look here for thoughts on consumer behavior, branding and law in the digital world.