For Customer Experience Professionals

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	November 14, 2008 Best And Worst Of Brand Building Web Sites, 2008: Oral Care Brands by Ron Rogowski with Bruce D. Temkin, Steven Geller	Average: 9  (1 rating)

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Executive Summary

The oral care industry features some of the most recognized brand names in the US, like Aquafresh, Colgate, Crest, and Oral-B. But how good is the brand experience offered by major oral care brands' Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Both Aquafresh and Crest passed our Brand Image tests, but only Colgate passed our Brand Action tests. Some of the common problems we ran into were illegible fonts, confusing category names, and interactive elements that weren't easily recognizable.

TABLE OF CONTENTS

• Oral Care Sites Put Image Above User Goals

RECOMMENDATIONS

• Oral Care Brands Need Usability 101 Training
• Supplemental Material
• Related Research Documents

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