What’s New

The big news is that the Guilderland Chamber of Commerce Board of Directors has elected a new chairperson, and that person is… me! It is a very great honor to be chosen to fill the shoes of the chairpeople (is that a word?) who have gone before me. But this Chamber is an excellent organization and I will do my best to carry on in the fine tradition established by Christine Bell-McCann, Sandra Tatem, and all the others who have served previously.

Meanwhile, the various Web projects are moving along quickly and smoothly. We can expect more news here soon.

OK, here’s the facts; I was recently on vacation. No problem, right? Right! But I had the notebook computer on hand so I was able to make sure the essential things go done. However, a funny thing happened at the airport that reminded me how important it is to protect one’s brand, and that is something that is important to anybody who has a Web site for his or her business.

I noticed that a fellow passenger was taking a plastic bag with three large boxes in it through security inspection. The bag was semi-transparent and it was obvious that the boxes had the labels of a Famous Donut Company on them. I don’t want to mention the name of that company, as you will soon see why. Clearly, these donuts were exotic enough for this passenger to take them home as carry on baggage on a 5 hour airplane flight. Wow! What does that tell us about the donuts? Obviously, the passenger considered them to be pretty special.

Meanwhile, back home at the ranch, this same Famous Donut Company has closed their only retail outlet. If they are so special, how can that be? As it turns out, there are several reasons, and one of the most important is that the Famous Donut Company diluted the brand by offering them at regular grocery stores and quick-pit-stop outlets. If these donuts are so special, how is it that they can be purchased at any old place? There was no longer any reason to go out of one’s way to get the donuts “from the source,” so to speak. Diluting the brand in this manner meant that they were not special anymore.

What does this mean for businesses with Web sites? Your Web site must clearly indicate that your business is special. Whatever your business is, whether donuts or hubcaps, the site should focus on the fact that your product is special, your service is excellent, and that you and your business are THE place to go for the best if what you have.

People will go out of their way to obtain a product or service, even if it is more expensive, if you are the “best of the best of the best,” as they said in the movie Men In Black. Bee sure your Web site reflects this message