The company has recently launched its global branding practice which will combine its internet marketing knowledge with branding consultancy. Will Novosedlik, founding partner of Russell Inc., will head up the Toronto-based operation which is expected to engineer interactive branding strategies that will be emulated the world over. Novosedlik argues traditional branding will not work in the interactive internet space. BrandNEWS talked internet branding with Will Novosedlik, whose firm takes a stab at the unchartered terrain of successfully branding an operation in cyberspace. Brand experience has been around for a while and anyone involved in retail design can speak intelligently about the topic because when you walk in a store there are plenty of opportunities for a brand to speak to you or touch you.
Brand experience is obviously a lot more of a complex package than just a logo or design.
So to understand what your talking about you've got to see branding as more than just stamping your logo on everything. Most people still think of branding as an image that is projected by companies through key symbols and metaphors. The practice is intended to lead the charge and identify how brands should behave in the interactive space. The Marketing Mind. Click Here For The Ambush Interview Archive.