For Customer Experience Professionals

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	March 27, 2008 Rich Internet Applications That Build Brands by Ron Rogowski with Harley Manning, Steven Geller	Average: 5  (2 ratings)

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Executive Summary

Compared with HTML, rich Internet applications (RIAs) offer greater interactivity, improved user experiences, and better differentiation. But most firms miss out on the brand-building potential of RIAs. To help companies that struggle with this problem, we uncovered examples of RIAs that provide top-notch user experiences and complement key brand attributes. Firms looking to differentiate their brands through online functionality should start with a clear understanding of user goals, maintain a relentless focus on brand attributes, enlist expert help, and test designs for compliance with brand positioning before going live.

TABLE OF CONTENTS

• RIAs Deliver On The Web's "Brand Promise"
• How Companies Can Build Their Brands With RIAs

WHAT IT MEANS

• The Pace Of RIA Innovation Will Accelerate
• Related Research Documents

This is an excerpt