Gartner Research

Six Considerations When Taking Your Brand Digital

Published: 27 March 2013

ID: G00245797

Analyst(s): Jennifer S. Beck


Brands must endure a lot of things if they are going to deliver on a timeless promise. Even the most sophisticated and experienced brand managers and agencies overlook some fundamental considerations as they prepare their brands for digital.

Table Of Contents


  • Earn the Forgiveness Factor
  • Treat Your Website Like Your Front Door
  • Tap Into the "Wisdom of Crowds," but Don't Assume They're Smart
  • Create the Integrated Consumer Experience
    • Buyer Communities
    • The Digital Proposition Is Circular
  • Create a Compelling and Timeless Story
  • Avoid Brand Buzz Kills
    • Don't Offer Free Stuff That Costs
    • Create a Major Attraction, Not a Disappointing Distraction
    • You Don't Always Get What You Pay For
    • Digital Images
  • Conclusion

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