Why Read This
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.