How do great brands stand out? Here’s a blog and a site and a book that thinks they have the answer. I like what the brands link of their site could have been: Choose a brand from the dropdown menu and get a pithy assessment of why the brand is unique. Instead, the site delivers mostly bland factoids, like this one for Snapple:

“Snapple started as a juice drink with fizz — the original name came from a carbonated apple soda. Now the Snapple line has over 30 flavors, including teas, juice drinks, and lemonade.”

Why not deliver some real opinion here? For that matter, why not make a chapter or two available for free download? It’s a very attractive site, and the authors have some heavyweight experience behind them. Too bad they didnt take the online expression of their book a step or two further.

This entry was posted on Tuesday, June 13th, 2006 at 6:00 am and is filed under Internet Stuff, Marketing Stuff.