Presented by Daniel Janal

Author of "Dan Janal's Guide to Marketing on the Internet," (John Wiley & Sons, 1999), and "Online Marketing Handbook."

Course Description

This one-day (six-hour) course presents the methods and techniques for creating an effective branding campaign on the Internet. Specific topics include an overview of the branding process, the importance of branding, how to translate a traditional marketing message onto the Internet and Internet tools that aid in the branding process.

Learning Objectives

After completing this course, students will:

• Recognize the value of branding and understand what makes branding an indispensable part of marketing in today's world.
• Be able to use the Internet to create brand identity for their companies and to translate their existing branding messages onto their Internet web sites, as well as in e-mail marketing programs and banner advertising campaigns.

Instructional Methods

The tools and methods of creating a successful branding campaign are explored through a combination of lectures, discussions, case studies, group projects, and presentations via web sites.

Course Outline

I. Overview of Branding

• Definitions of branding
• Why is branding important to a company?
• Branding's effect on market share, stock price, employee attraction and retention
• Branding in everyday life exercise and discussion.

II. The tools of branding: logo, artwork, typeface, message, core values

• Case study: Amazon.com
• Group discussion: What happens when established brands compete with online brands?

III. Bringing the Branding Vision to the Internet

• Websites. Case studies: Aflac Insurance (integration of TV and Internet for an established company), Gezundheit.com (integration of radio and the Internet for a startup company), 3M (carrying look and feel over to the web), Ragu (missing branding opportunities), Dell (creating customers for life), Seattle Filmworks (creating added value)
• Email marketing campaigns. Tools to improve effectiveness. Case study: N.Y. Yankees
• Banner advertising campaigns. Case study: Volvo
• Chats. Case study: Charles Schwab
• Core values. Case study: Reebok
• Community building. Case studies: Parent Soup, PhotoHighway.com
• Group exercise and discussion. Using these tools, develop the creative elements for a marketing program either for your company, or for the scenario presented by the instructor.

IV. Fundamentals of the Branding Campaign

• The importance of finding partners and affiliates in the branding process. Guest lecturer
• Using branding to fight off competitors. Class discussion and wrap up.

Recommended Textbooks:

• "Online Marketing Handbook," Daniel S. Janal
• "One to One Marketing on the Internet," Cliff Allen, et. al.
• "Technobranding," Chuck Pettis
• "Positioning: The Battle for Your Mind," Al Reis and Jack Trout

To schedule Dan Janal to speak at your next seminar, contact us at 952.380.1554 or via the Web at www.janal.com.