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User Experience (Usability)
314 hits
| Oct 21, 2003 11:05 am |
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re: BK.com |
jeremy swinfen green
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I'd also agree with Kyle on this - it's not just because of usability reasons but also, as she points out, because of inappropriate communication strategy - BK seem to be treating their site as an entertainment vehicle, expecting people to come to it and "enjoy" it. This seems to be a common (and rather hopeless) attitude of many corporates as far as their websites are concerned. It is as though they suddenly want to become publishers/broadcasters/games creators now that the web exists. My argument is that if they didn't find being a publisher an appropriate strategy off-line then why are they doing it on line? A few brands have suceeded in becoming publishers - Marlborough in the US I believe is (was?) a good example and of course most car manufacturers and airlines attempt to do this (generally imho rather badly). Brands make bad publishers not just because they don't have the skills in house to do it well but because they get so overwhelmed by the commercial imperatives ("we need to tell people about our wonderful products while they are having a good time") that any editorial excellence goes straight out of the window.
I think there are a few times when brand can reasonably be publishers: for instance, when they want to publish information is support of an event or activity they are sponsoring or when they are running competitions with an element of "entertainment" as a way of capturing data, or perhaps (not sure about this) when they have IP such as character associated with a brand (the peperoni sausage perhaps) that gains some sort of stature or popularity that is no longer dependent on the brand. I'd be interested in other justifications for brands becomming publishers.
Jeremy Private Reply to jeremy swinfen green (new win) |
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