Grabbing Eyeballs Branding an online company takes brains, brawn and big bucks. But, say Atlanta experts, that's the easy part. You and your best friend are ready to max out your credit cards, sketch the logo over a few beers at the kitchen table one night, shell out a couple million for an ad spot during the Super Bowl and just watch the bucks roll in. There's a little more to it than that.
Success involves careful planning and self-knowledge.
In short, it means branding - creating an image of your company or product that leaps into consumers' minds every time they hear or see your name, with the ultimate goal of helping you sell your product or service. Everyone loved it. It created warm and fuzzy sentiments toward Coke. However, when data showed the ad to be a dud at generating sales, he yanked it. Zyman is working his branding magic in Atlanta through his firm Z Group .