Best Practice Report

Building Better Online Brand Experiences

How Do The Top 16 UK Brands Perform In Forrester's Web Site Brand Review?

July 13th, 2007
TT
Tim van Tongeren
With contributors:
Jaap Favier , Craig Menzies , Lauriane Camus

Summary

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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