Tag: old navy

The Challenge of Creating a Connection Between Multiple Brands

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So you have been developing your online brand identity, making sure that your website is both enticing and user friendly. But, now imagine this challenge:

“There are five brands within a larger corporate brand. Each brand is required maintain their own online identity, but must also stay connected to the parent company.”

Yeah, I would define that as a very large, but very exciting challenge.

However, this is only one scenario for a company comprised of multiple brands. For one company it may be better to keep the brands separate (not creating any connection between the online identities of each brand), while for another company it may be best to completely intertwine all the brands under one umbrella. There is not a single answer for if and how a parent company should connect their various brands online, but below are a few examples of possible routes. Continue reading →

Optimizing the Timeline Format for Page Engagement

Since the Facebook pages have changed to the timeline format, companies have seen, on average, an increase in post engagement (i.e. likes, clicks, shares, and comments). The increase is due mostly to an increase in user engagement on video and image posts, while engagement has decreased for text posts (not include and image, video, etc).

Mashable Facebook Timeline Eyetrack StudyIn response to the page format change, Mashable completed an eyetrack study to determine how consumer experience has changed. Consumers used to be focus the majority of their attention on the page’s news feed, both text and image posts. When viewing pages in timeline format, consumer attention is focused almost entirely on the visual elements, such as the cover photo, profile image, app thumbnails, and images. Content posts are usually the last items that consumers view. Continue reading →