S o ur c e: J u pi t er C omm uni c a t i on s ,B r an d i n g Onl i n e C om p ani e s : S p o t l i gh t D i f f er en t i a t i onR a t h er t h anE d u c a t i on ,M ar c h 1 5 ,2 0 0 0
“There is more to branding than throwing money at media toestablish brand awareness. To succeed, companies mustcommunicate the brand’s point of differentiation and deliver onthe brand experience.”
Are you delivering anonline experience thatis comparable to thein-store experience?Do you provide onlinecustomers with thesame assistance inselecting a gift thatthey would encounterin the store?Does the content onyour site communicatethe theme ofcelebrating importantlife events?
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**tiffany.razf.opportunity 6/15/01 11:40 AM Page 3
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