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For Customer Experience Professionals

Web Site Brand Image Best Practices From UK Interactive Agencies

May 20, 2010

By Jonathan Browne with Angela Beckers, Harley Manning, Shelby Catino

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Why Read This Report

As part of a recent evaluation of UK interactive marketing agencies' Web design capabilities, Forrester applied its Brand Image Review methodology to 18 reference sites provided by nine agencies. We uncovered several best practices. Nike's remarkable content and cinematic imagery support its promise to give young players access to professional, authentic training developed by Nike elite athletes and coaches. E4 uses highly interactive functionality to deliver on its promise of engagement with young TV viewers. Smokefree United uses a football theme and a humorous tone to help its users feel part of a team effort to quit smoking. Orange Boutique conveys innovation and simplicity through clean and elegant layouts and typography. Firms looking to improve brand experiences online should reinforce the Brand Image portrayed in other channels and provide useful and usable experiences by leveraging expert reviews, ethnographic research, and customer surveys.
Tags: Brand & Product Web Sites, Customer Experience Management, Interactive Agencies, Interactive Marketing Strategy and Process, Marketing & Strategy, Marketing Service Providers, Web Design & Usability, Web Design Standards
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TABLE OF CONTENTS

  • Examining The State Of Agency-Created Sites' Brand Image
  • Some Best Practices Emerged

  • RECOMMENDATIONS

    Combine A Great Brand Image With A Useful And Usable Experience
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