eBrands NY

Overview of eBrands Clients [video]

Robert — Sat, 15 Dec 2012 17:00:29 +0000

A video summary of some of our work on websites, brand identity and offline communications.

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Coca Cola [video]

Robert — Mon, 30 May 2011 19:40:53 +0000

eBrands designed and developed a new careers website for Coca-Cola Amatil.

Here is a short video describing the project:

The Coca Cola Amatil Website

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Gloucester Coal [video]

Robert — Thu, 09 Jun 2011 19:45:00 +0000

Gloucester Coal wanted to refine and sharpen their brand image so they came to us. We felt that by updating their brand with a more contemporary feel, it would align more consistently with their business direction and recent successes.

Here is a short video that describes the process:

The new brand was utilized across all of their communication materials, including their 2010 annual report which eBrands also produced.

The Gloucester Coal Website

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Kimberly-Clark [slideshow]

Robert — Fri, 15 Apr 2011 06:00:09 +0000

Kimberly-Clark produces many well known consumer products but their Employer Value Proposition had far less recognition and clarity in the candidate market. eBrands worked with the business to develop an EVP which was based around high levels of innovation that the business manages to generate through its supportive cultural environment. The process that we undertook engaged the whole business, so much so infact that the EVP strategy we developed was adopted as the organisation’s brand positioning line “innovative ideas by caring people”.

The Employer Brand roll out included internal communications to increase internal stakeholder engagement, career portal design (including applicant tracking system integration), recruitment marketing material and a high innovative animated character called ‘Mike’ that reported on innovation stories from around the business in video format.

The Kimberly-Clark Website

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Tony Notarberardino

Robert — Wed, 16 Jan 2013 00:01:08 +0000

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed in libero malesuada augue facilisis dapibus at et mi. Aenean ornare consectetur lectus, sit amet commodo risus consequat at. Suspendisse mollis hendrerit sem quis interdum. Mauris eget purus ut erat faucibus porta. In laoreet luctus nulla, eget ornare quam consequat vitae. Praesent ut interdum nibh. Nullam tristique, metus id consectetur viverra, diam neque consectetur dolor, sed gravida arcu ligula ut ipsum. Aliquam sed felis orci. Fusce ligula magna, euismod eget imperdiet ut, ultrices sit amet massa. Quisque vitae ligula sit amet justo ornare sollicitudin. Ut dui lacus, faucibus adipiscing adipiscing in, rutrum ut odio. Curabitur ligula dolor, sagittis a dapibus eu, elementum eget sem. Aliquam diam turpis, vulputate et luctus non, convallis non nisl.

The Tony Notaberardino Website

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Maria Pucci Couture

Robert — Sun, 16 Dec 2012 20:06:52 +0000

The Maria Pucci Couture Website

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Powerstrike

Robert — Sat, 12 Jan 2013 00:33:20 +0000

The Powerstrike Website

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Lisa Gluck

Robert — Sun, 16 Dec 2012 20:08:57 +0000

The Lisa Gluck Website

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Pharmaceutical & Medical Professionals [slideshow]

Robert — Thu, 21 Oct 2010 06:10:06 +0000

Pharmaceutical and Medical Professionals is a leading provider of recruitment services to the Pharmaceutical and Medical Industries.

Our journey with the business started with a modernization of the organizational brand: research driven development of a naming strategy and positioning statement, a new visual identity and brand touch point roll out including stationery, signage, marketing collateral and web site development.

We rebuilt their digital brand using our strategic framework — Content Search Social.

Three months after we optimized their website they began to see a signifcant increase in traffic and of this traffic more engaged visitors. When expanded the program to include social outreach and monitoring, we fed the results of these efforts into more targeted content creation. This feedback loop worked to drive more qualified traffic to their website and increase PMPs offerings substantially.

The Pharmaceutical & Medical Professionals Website

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Ausfilm

Robert — Sun, 04 Nov 2012 18:45:34 +0000

Some of the most famous actors in the world hail from Australia (think Russell Crowe, Nicole Kidman, Cate Blanchett) but did you know that the country is also a great place to film a movie? Scenic locales, talented crews and state-of-the-art production facilities provide great opportunities for directors and producers from all over the world.

With a Los Angeles operation to support the Australian initiative of bringing in talent from all over the world, Ausfilm is engaged in specific outreach to the American film community. Event promotions, company exhibitions and other forms of promotion in Hollywood necessitated a footprint in America.

Ausfilm wanted to further dedicate itself to communicating the potential of the Australian continent as a prime movie location for the international film making community. eBrands was chosen for its past brand strategy and internet marketing efforts successes to engage the international film community.

“We are very pleased to select eBrands as a partner for our digital engagement strategy” says Debra Richards, CEO of Ausfilm. Our mission to inform the film industry about what Australia has to offer means that we need to engage audiences on their terms. By taking this step, we will have the tools to reach our stakeholders digitally through our web site, search engine optimization and social media participation.”

eBrands Strategy Director Marc Iannacone, is excited about Ausfilm coming on board. “Ausfilm is the voice of the Australian film industry to the global film making community. The opportunity to work with a client like this unites my team’s passion for film with the privilege of being able to assist an industry which means so much to Australia’s global identity. It’s a great challenge and one we are proud to be a part of.”

Ausfilm will be developing a range of new content initiatives centered around its website. Designed to stimulate conversation and build awareness, eBrands’ mission is to communicate to a diverse group of stakeholders the many production resources Australia has to offer. The strategy will include extensive social media participation and has already started to garner great results.

The Ausfilm Website

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Centre Capital

Robert — Sun, 16 Dec 2012 20:06:17 +0000

The Centre Capital Website

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La Cima Charter

Robert — Sat, 12 Jan 2013 00:37:07 +0000

The La Cima Charter School Website

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RBT Lawyers

Robert — Sat, 12 Jan 2013 00:49:10 +0000

The R B & T Lawyers Website

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NSHOA

Robert — Wed, 16 Jan 2013 00:00:12 +0000

The NSHOA Website

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CWR Environmental

Robert — Sat, 12 Jan 2013 00:30:29 +0000

The CWR Environmental Website

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Eventwist

Robert — Sun, 16 Dec 2012 20:08:30 +0000

The Eventwist Website

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Auto Draft

Robert — Wed, 30 Nov -0001 00:00:00 +0000

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Social Media — Sharing made easy

Robert — Tue, 31 May 2011 20:58:00 +0000

Social media is simply a set of technology platforms that have redefined what the Internet could always do, which is to allow people to share their opinions. Today the technology provided by “social media” has made this sharing dramatically easier and given users the means to define a common language quickly. Before, people could always like things by posting their sentiments in a forum post. Now with platforms like Facebook making information more accessible and easier to share with friends, recommending something has become as simple as clicking a thumbs-up button.

Advocacy, opinions and cultivating followers are activities in which everyone can participate — from anywhere within a matter of seconds. It’s called “marketing” when companies decide to participate and try to cultivate followers.

At eBrands, we break this concept down into three basic areas:

Social Relevance

Determines the online reputation of an individual or organization. Unfettered access to this reputation means anyone can participate in the dialogue and anyone can decide to create meaningful impact on a brand or personality.

Social Media

Provides the ability for people to communicate more easily and share ideas, videos or other material which could come from anywhere or from their own user-generated content.

Social Networking

Connects people through their mutually-shared interests, preferences and opinions to form like-minded communities.

When it comes to a client, or an individual, or an agency like eBrands, the first thing to establish with social media is to determine how it can impact one’s business and its strategy. By applying the above concepts, eBrands can identify a role for social media platforms and start planning an articulate social media strategy.

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Social Relevance and You

Robert — Thu, 18 Aug 2011 20:59:33 +0000

Social relevance is how we refer to the online reputation of an organization or individual. Where there is discussion, there will be opinion — and that opinion is beginning to have a dramatic influence on what people think about you, or the brand you care for. Let’s examine these scenarios a little more closely.

Social media means different things to different people of course. Some will point out good things that have happened in their lives, in the lives of their friends, or wise decisions that they have made. Others will embrace it as an opportunity to have fun, ranging from pure escapism to the celebration of everyday mediocrity. The common denominator is that what a person says or publishes gets noticed. We all hope that our status updates, photographs, links and likes will be read. Few put forth the effort of publishing anything without the expectation of it being viewed.

Whatever we portray, we know it will be viewed and we know it will influence how we will be perceived. As social media guru David Meerman Scott wrote “You are what you publish on the web.” In the same way that people create and live up to an image of themselves, the same can be said for a company.

Our online reputation creates a set of credentials. Social media technology represents this in a couple of ways and various companies have devised tool-sets for managing credentials, typically called “online reputation management.” Organizations should care about what people think about them but it is the insight that these tools generate that can help companies work to improve their brand and reputation. Thus, managing company relevance is a vital component of social media engagement.

Online rating systems are now commonplace with systems that rate everything ranging from small businesses, eating experiences and movies to company employment experiences. You can get ratings for practically everything which can be unsettling since we all tend to worry about being exposed in areas where we have less competence. These days, a judging panel on wheels follows your every move whether you’re an Olympic gymnast or a beer enthusiast.

Some web sites of interest are:

Klout — a system for measuring social influence

Glass Door — a crowd-sourced company rating and review website

Wikipedia — perhaps the best example of collective knowledge sharing the world has ever known. Taken one step further into the social sharing area, they recently launched a ‘rate this page’ function

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Video: the design of eBrands’ website

Robert — Thu, 18 Aug 2011 17:15:10 +0000

Here is a short video about the design and content strategy we took with our website. It will give you an idea of how we approach a project and some of the creative new ways we can express it.

You might notice that the site has been entirely built as a blog. There are a few reasons for this:

1. A blog format allows us to update our site frequently and have those updates circulate in the worldwide web immediately — search engines reward fresh continually updated content.
2. The website maintains a dynamic format — content within our main site categories will move around emphasizing those topics which are the most relevant and important at any moment.
3. Our main areas can grow organically over time which creates a deep and rich content while preserving the original site architecture.

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Marc Iannacone — Brand Strategy

Robert — Wed, 13 Oct 2010 05:50:42 +0000

Director, Strategy

eBrands’ founder, Marc Iannacone, cut his teeth on brand, digital and copywriting environments straight out of university, working in a UK advertising agency. Following a year on the client side in Australia as Marketing Manager for a successful Internet company, Marc co-founded eBrands in 1998.

The company established itself early as a digital branding company, with a key focus on the pioneering area of employment brand. Working with a range of different recruitment and communications technologies until 2001, eBrands rapidly attained project credits with a variety of blue-chip and government clients including Ernst & Young, PWC, GE, Suncorp and many others. Exposure to the early stage Internet channel required being able to manage brands with disciplines in many evolving contexts. Marc quickly identified that brand integration was a vital skillset, as existing organization brand structures stretched and sometimes failed to provide consistent brand experiences over new forms of communication.

“The most important thing about eBrands is that we remain true to our ideals of articulate and clear brand communication, while being able to place our clients’ brands in exciting new contexts. We have found the digital frontier a great way to be able to give our clients brilliant returns on their investments.

While we remain a small to medium size company in the traditional sense, I love the fact that eBrands has surrounded itself with talented, earnest people that share a passion for seeing ideas succeed and who continually prove that brands can be consistent even in new arena’s like social media.”

Marc has overseen the integration of brand research, design, print, search technology, and multimedia production, content generation and social media elements into eBrands’ production. He has designed strategic processes for brand establishment and enablement, called Content, Search, Social. The process is unique, in that it incorporates brand feedback systems that use the bedrock of social media to help shape a company’s online as well as offline development.

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Mark Aitken — Tech Design

Robert — Wed, 13 Oct 2010 00:54:37 +0000

Technical Design Director

Mark has been with eBrands since the beginning. He became a Director of the business and took on his current role as technical and creative lead in 2005. Mark is genuinely well-rounded, possessing ten years’ experience in web design and development, graphic design, and game development.

Some of his most recent digital work includes the Kimberly-Clark website and internal brand roll out, the Coca-Cola Amatil careers website, websites for Colgate-Palmolive’s Naturals and MaxFresh, the Sapphire Technologies website and Second Life island development for Australia and US.

Mark has also recently completed the rebranding of Gloucester Coal and was also involved in the launch of the Sydney Tennis Masters Cup brand.

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Robert Pucciariello — Web Strategy

Robert — Tue, 31 May 2011 20:15:30 +0000

Robert Pucciariello leads the website optimization group at eBrands focusing on search engine strategy. Robert believes that there is no point in executing on improving a company’s rankings in the search engines unless two criteria have been met:

1. the landing page for a specific conversion activity has been improved or meets the minimum requirement for the site.

2. the business outcome of the conversion action aligns with the overall business objective of the company.

“Nowadays there is really no point in doing website optimization unless the business objectives can be articulated and realistically achieved. There are countless ways to address a problem on the Internet and even more ways to solve it at our disposal. If all a client wants is a #1 ranking without knowing why or cannot convert a potential customer once they arrive at their website then the hard work getting that high ranking is somewhat pointless.”

Robert was graduated from Williams College in 1988. A passion for Roman history and civilization led him to Italy where he spent time studying architecture and art in Rome and Florence. Fluent in Italian and well-versed in European culture, he had a 15-year career as a foreign currency trader for Man Group, the British hedge fund.

His desire for self-improvement and a more diverse life experience were instrumental in helping him leave the routine of working in the capital markets. He assumed a new career as an entrepreneur starting his first company – a nanotech startup — in Cambridge, MA. He subsequently raised several rounds of investment including an institutional VC round for the company which focused on the bio/pharma space.

After four years at the helm of that company, he decided to pursue opportunities in his birthplace New York City. Five years ago, he met Marc Iannacone, the head of eBrands in Sydney, Australia. Through their conversations, they realized the need for a company that would service the digital needs of small to mid-sized companies in the United States and eBrands NY was born. Founded in 2008, it was established in order to explore the opportunities and possibilities of working with new technologies and clients in a fast-paced, competitive market.

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Joseph Graham — Creative Web Developer

Joseph Graham — Fri, 16 Dec 2011 20:25:12 +0000

Creative Web Developer at eBrands NY

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Web Development & Design

Robert — Sat, 01 Dec 2012 05:08:02 +0000

Great web design grabs attention long enough to generate

INTEREST

Your business goals and objectives are first and foremost when we think through website design. Of course we strive to achieve a fantastic user experience through well-thought out design but first we ask, “What is the purpose of the site?”

Are you hoping to attract new leads through a smart lead generation website?

What about customer relations?

Or a brand awareness strategy?

Do you have a Return on Investment expectation for your website investment?

These types of considerations are crucial before we produce even one webpage. This requires getting to know you, your business, what makes it work and how can it work better. The rest flows from this core philosophy.

Often, a web design company will promote “usability” or “accessibility” as its core beliefs of web design. Certainly, those two aspects of any website are fundamental to how well it will work. But do they alone tackle the larger question of how your website will be aligned with how your business performs in the real world?

At eBrands, we have 15 years of experience developing websites for all types of organizations. Some are Fortune 500 companies, some are startups and others are non-profits. The design and development for these distinctly different groups will vary substantially in each case. Even within each group there are going to be significant differences for each company’s intended objective since so many factors come into play.

What is the current outlook for your company?

What have been your online and offline initiatives over the past year?

Where do you see your company in a year?

With so many options available in the online world when it comes to design, and so many different types of business models, strategies and opportunities existing in the offline world, success comes when all these factors are considered from the outset.

Some factors we might consider when designing a new website that serves your business objectives may be to:

Make the site user-friendly for the core audience to achieve the desired business objectives

Improve visual design and reduce clutter

Ensure your brand is leveraged to establish positive recall with the visitor

Make it a usable platform to market the company’s products

Make core information available with a minimal number of clicks

For a deeper resource, click on these links:

Nothing is more important than Business Objectives

How to design the AIDA sales process

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Graphic Design

Robert — Thu, 01 Nov 2012 05:42:05 +0000

Great graphic design results in great web design that generates

INTEREST

Great graphic design helps a company achieve its business objective by clearly communicating:

1. what the company is about to its audience clearly, effectively and quickly.
2. what the new user is supposed to do and what steps the user is meant to take.
3. how a company will satisfy a user’s goals and how it will go about it.

Graphic design is the intersection of art and function. The way a company approaches its graphic design says a lot to a visitor about how a company functions and how it is likely to go about solving a visitor’s problem or satisfying their need.

It is a branch of visual communication whose goal is that the message being communicated is received in the way that it was intended. Graphic design is objective; art is subjective. If a graphic designer creates a sign to direct people to the right place in a building, it has to do the job. Its function is not open to interpretation. Either it works, or it doesn’t; and if it doesn’t it fails.

For graphic design to achieve a particular set of business objectives, you need to know beforehand:

Who is the target audience?
Where is the target audience?
Where is the message going to be communicated to the target audience?

Professional graphic design impacts all aspects of your company. Logos, marketing materials, branding or web presence all rely on credible graphic design as the foundation. Your customers will get a quick sense of what your company is about or who you are in an instant from graphic design. The more effective and professional, the better. The human eye can process an eormous amount of information more quickly than perhaps any other sense.

Create the message…and communicate it with eBrands’ graphic design services.

For a deeper resource, click on these links:

Edward Tufte on visual information processing

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Website Optimization

Robert — Mon, 01 Oct 2012 19:13:46 +0000

A well-optimized site makes it easier for people to find you and get the answers they are looking for and leads to

AWARENESS

Since we don’t know why a person may land on a page, we may want to create several focal points. As long as we align the page with one or more of these focal points, we can keep the visitor on the page and on the site and lead to a

DECISION

Your website is designed and ready for launch. You are happy with the way it looks, how it directs users through the site and the overall experience. Now the work is just starting. Website optimization must work to align your business objectives cohesively. Accomplishing this goal successfully can require a lot of resources since there is no one right way to do it. In fact, most successful enterprises are constantly testing, evaluating, analyzing and making modifications to their website. The process then repeats itself with this new information. A continual feedback loop, optimization squeezes out productivity from your website in unpredictable and surprising ways. The beauty of this is that we can get critical information without having to wait months or quarters of results before making adjustments.

Once we establish the objectives of your website and define our goals, we can measure success or underperformance with real meaningful numbers. Using a scientific methodology to test our assumptions we can invest in areas that are working and throttle back on those that underperform. The days of shooting in the dark are over. If the old marketing adage was knowing that “50% of your marketing outreach was working but not knowing which 50% that was,” the new mantra is knowing that “50% of your marketing outreach is working and knowing which 50% it actually is.”

Are the needs and goals of your company:

Direct sales?

More traffic?

Branding?

Are there key opinion leaders you are trying to reach with a message?

Is your organization susceptible to negative publicity that needs to be mitigated?

Do you need to establish leads online?

Good design leads to good communication.

Good communication leads to a positive experience for visitors.

Good optimization takes this foundational work and makes it possible to advance almost any business objective your company has decided is critical to its success.

For a deeper resource, click on the following link:

Choosing the right optimization approach for your business goals

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Website Marketing

Robert — Sat, 01 Sep 2012 19:14:17 +0000

Good marketing will engage the visitor through

AWARENESS, INTEREST and DESIRE

Website marketing without keeping the business outcome in focus will be very difficult and frustrating and possibly doomed to failure. We compartmentalize marketing into several components, each of which relies on the previous component for success by:

First – identifying the business objectives from the start and set wide parameters initially. Typically, these are defined by the people who know the business the best.

Second – mapping out concise goals for each objective.

Third – defining the “key performance indicators” that inform us whether or not we are meeting our goals.

Fourth – selecting targets for these “key performance indicators.”

Fifth – identifying segments of behavior and outcomes that we need to analyze to understand if we are succeeding in our endeavor.

The digital world enables us to map these out, monitor them and know with a high degree of certainty whether what we are doing really is working.

For a deeper resource, click on this link:

Avinash Kaushik on Website Marketing Measurement

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Website Analytics

Robert — Wed, 01 Aug 2012 19:14:52 +0000

Examine the top of the funnel for shape, make adjustments and reevaluate

Although site analytics is a lagging indicator since it tells us what already happened, it can be a leading indicator if the website data is examined properly. Most important here is not viewing each data point as a discrete event or individual piece of information but rather stepping back and taking a bird’s eye view on what is really happening on a website.

Analyzed properly, your website data holds valuable information about how it is performing. As your website grows, so does the storehouse of data that accompanies it. This leads to an interesting paradox: the more data you have, the more work required to analyze it properly. It has been said that for every hour one spends generating a report on site analytics, four hours is required to analyze it properly. Naturally, if we are analyzing the data properly, we are then making quick and frequent updates to the website. If we are doing this right, we should see performance continue to improve over time. Then we take the next generation of data and do the same thing only each time around, if the performance trend is positive, we have even more data to analyze and so on and so forth.

The point is you cannot improve on that which you cannot measure when it comes to the digital world. Once you do start measuring the data and creating metrics, you can compare, improve, change direction and ultimately understand whether or not you are achieving your desired business outcome.

We can especially use analytics to analyze the funnel shape – often there is a disconnect between the conventionally-shaped funnel (as pictured here) and what really takes place in the real world. For instance, the funnel could resemble an old-fashioned champagne glass: lots of awareness and leads coming into the top of the funnel and little flow to the bottom of the funnel. Probably, the website is not interesting enough or not creating enough desire to lead to an action.

As Analytics guru Avinash Kaushik notes, “There is one difference between winners and losers when it comes to web analytics. Winners, well before they think data or tool, have a well-structured Digital Marketing & Measurement Model. Losers don’t.”

For a deeper resource, click on these links:

Developing an Analytics Strategy

Using Google Analytics to drive traffic to your website

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Social Media Strategy

Robert — Sun, 01 Jul 2012 19:16:10 +0000

Social Media play an extremely important role in nurturing the post-ACTION part of the sales funnel through

SUPPORT, LOYALTY and ADVOCACY

A social media strategy that will affect your business outcome needs good planning. However, unlike design or optimization considerations, here we are looking at a well-defined roadmap which needs to be created ahead of time. Social media is one of those areas where it is extremely easy to get started without any outside advice.

Do you want to manage customer feedback and relations

Attempting to create brand awareness?

Gain more Fans for your business?

Maybe you want to do all of these things but without proper guidance, the lines quickly blur and the customer is probably left with a confused message since the intent is unclear.

First, you need to identify your business objectives. If you want to increase sales using Social Media, then you need to articulate ways that you will use a social media platform to help you meet those objectives. For instance, you could create a Facebook application to promote special offers and promotions. You could do the same with a Twitter page. Maybe when visitors land on one of these specials they would be redirected to a specific page created solely for that promotion.

Will there be a “call-to-action” on this page?

Do you want fans to share that promotion with their network?

Can you utilize the “network effect” to leverage social media?

The customer journey is changing quickly and is being affected most profoundly by social media. Interactions are happening right out in the open, in public, with or without your participation. Either your company will figure out a way to participate in this process or be left behind while others do.

Once a visitor has become a customer – either through a sale or other action, we can use Social Media to facilitate Customer Support, Maintain Loyalty and Generate Advocacy. The power of social media is especially noteworthy in this last function. A loyal and happy customer can advocate your brand on social media and potential affect awareness exponentially. This creates a virtuous circle of generating more awareness for your company.

For a deeper resource, click on these links:

Mapping a Social Media strategic plan

Tying Social Media to Business Objectives

Using Social Media Sentiment to drive Business Objectives

Effective Social Media Strategy and your Company’s Goals and Objectives

Social Media will permeate the Enterprise

The Network Effect

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