Rational Branding: Online strategies for Consumer Goods

Marc Johnson and Patrick Keane

Describes and illustrates how consumer control over the Internet demands a Rational Branding strategy, to provide value and relevance and thus motivate consumers to interact.

Rational Branding: Online Strategies For Consumer Goods

Communicating with the consumer to build the brand and drive appropriate action

Patrick Keane andMarc Johnson, Jupiter Communications.

Consumers have control over what they do, where they go, and what they interact with online. Brand communications, therefore, must be relevant to those consumers. By ‘listening’ to consumers, catering to their specific needs online and finding out what they are doing there, brands increase the relevance of the message and the likelihood that consumers will choose to interact.

Consumer control dictates that brands embrace a Rational Branding strategy. This...

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