[07.13.10]

This lesson is a good one, because now a days there are so many ways to share your message or brand with the world. It's easy to do it online, on social networking sites, at Meetup events, through emails, etc. Almost free and with little effort.

Dan uses the example of American Express which claims it wants to be known as the card for everyday purchases, not just for that great big yacht you want, but some of its advertising is still touting the old message: you can use it to buy more than vintage bubbly. Why mention the vintage bubbly if you want people's minds off that expensive stuff?

Some businesses certainly evolve and change who they target or what they want to be known for. But even if that's the case, their new marketing strategy had better permeate all areas of outreach. If they change their print materials and advertising, touting this new direction, but don't change their website, they are giving mixed messages. When rebranding or launching a new campaign, it's important that the website is one of the items included. Very often, it could be the first thing a customer sees.

Outdated sites are a sure sign that a company has not put its best foot forward when making an effort to remain in the customer's mind. A site rebrand, along with all its other marketing and branded materials is essential in keeping yourself in a positive light when it comes to your customers.

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