For Customer Experience Professionals (Length: 17 pages)
July 13, 2007
Building Better Online Brand Experiences
How Do The Top 16 UK Brands Perform In Forrester's Web Site Brand Review?
by Tim van Tongeren
with Jaap Favier, Craig Menzies, Lauriane Camus
Executive Summary (This is a document excerpt)
Firms spend millions of euros on building their brand through advertising, site design, and online branding. Our heuristic evaluation of 16 large brands in the UK, however, reveals that only one brand creates a consistent experience across different media with a useful and usable Web site. Customer experience professionals must get basic site usability principles right before trying to differentiate through the online experience.
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Forrester reviewed 16 UK B2C sites in Q1 2007 and interviewed five branding agencies: Agency.com, Interbrand, Lippincott Mercer, OgilvyOne, and Rufus Leonard. Related Research Documents
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How Good Is The Web Site Brand Experience Of 16 B2C Firms In The UK?
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Original air date: Monday, December 17, 2007
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