Article on the value of AskJeeves brand -
One of the best examples of a new generation online company that has created a powerful, cohesive brand, according to Aaker, is Ask Jeeves, the informational portal personified by Jeeves the butler. David Hellier, Ask Jeeves vice president of marketing, says the Emeryville, Calif.-based company recognized early on that its brand was not about being just another search engine. Instead, the Ask Jeeves brand would focus on personal service. Says Hellier, "Jeeves was not built to be a gimmick. He's there to embody what the company is about. Everybody wants a butler. Jeeves allows us to connect with our customers. And, in exchange, our customers are able to connect with a quasi-human. Jeeves transcends age, gender, and race. He doesn't judge you. He just helps the customer get something done."
A personal connection
The Jeeves persona offers people a mental shortcut that gives resonant value to the brand. It is a brand in every conceivable way. But don't get confused: Not all icons are brands. Consider the sock puppet of San Francisco-based Pets.com. The puppet is certainly memorable and makes for a great cultural icon. But it doesn't in and of itself personify the brand. After all, what is there about a sock puppet that suggests the core identity of a company that offers one-stop convenience for pet-related questions and supplies? Answer: nothing.
The whole article is here:
business2.com |
