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Module: E-Commerce Process

Topic: Product Branding & Strategy

Speaker 1 – Shiao Chan, CEO, Brandsenz

Think about the most amazing companies you have ever interacted with.

Where does that excitement to try on the ADIDAS latest collections come from?
Why do APPLE products alleviate stress and allow for a state of delighted bliss?
How is it that you open every single ZALORA email they send you, even though no giftable holidays are coming up?

This is branding. This is business mixed with emotion and engagement and expectation. This is mission and customer participation mixed into one. It encompasses your web presence, communications, and products. It’s baked into your product details, customer emails, and shopping cart checkout page.

This is the difference between brands who “get it” and those which don’t. Great branding is the most powerful currency a company can have. People purchase products because of a story, an emotional connection they feel with a brand. As e-commerce owners and managers, building a powerful and engaging online brand is our most important work.

And yet, so few brands invest early and often in their online branding strategy. How you present your brand across the web matters –– and it matters from day 1.

This is how you win customers and beat out the overwhelming competition on the web, whether you are just getting started or about to re-brand.

12020 SITEC E-Commerce Class 201: Product Branding & Strategy21m