One of the things we practice at Anthology on a daily basis is strategy. Every decision that we make is intentionally executed to help our clients meet their goals. Websites are no longer just websites; they are marketing tools. Designs are no longer just designs; they are a conduit for effective communication.

It never ceases to amaze me how some companies and organizations think that having a website that was created using a “Website Wizard” will suffice for an online presence. Even when these groups hire a web company, many times, they go for the cheapest option and end up with a horrible template-based design with a logo thrown in the header. These solutions, though cheap, lack the thought and strategy that are crucial to a successful website.

When planning, designing, building, and implementing websites we usually ask two questions with every decision we make:

1. Why are we doing this?
2. What is best for the user and the client’s goals?

The answer to the first question, “Why are we doing this?” forces us to make intentional decisions to benefit the project as a whole. Many times, this also cuts out much of the “fat” that tends to weigh down many websites. If there is no point in having it, we remove it.

The second question, “What is best for the user and the client’s goals?” forces us to act in the best interest of the user and the client. This question arises frequently when we discuss how an interface should flow or what elements we can utilize to strategically draw the users’ attention. The result is an extremely usable website that meets the client’s goals.

However, strategy usually comes at a price. Cheaper solutions that are not driven by strategy are not the best fit for a successful web presence. Everything, from the navigation scheme to the design, needs to be done in an intentional manner to optimize impact and to make your website work for you. Otherwise, it is just wasted web space.

There is a skewed philosophy in the marketing world today – that in order to beat your competition, you must know your competition inside and out. However, this philosophy tends to yield mediocrity, not innovation.

I keep running across phone manufacturers that are promoting their upcoming “iPhone killers.” And with each one, I have the same reaction: “really?!” (in a slightly skeptical and sarcastic tone).

The problem with these new phones is that the manufacturers are focusing too much on the competition. It is apparent that they began the initiative by analyzing everything about the iPhone and then building a device that mimics it, but with more features.

In contrast, I imagine the development of the iPhone was much different, and it probably started with one question: how can we make the best phone in the world? Sure, I bet they studied other devices, but probably for insight on what they did not want to do as opposed to stealing features.

These are two entirely different mindsets. One says, “How innovative can we be?” and the other says, “How can we beat product X?” If you practice the first philosophy, you are really limitless in what you can produce, and you customers will respond positively. However, the second philosophy can only position you in relation to whatever product you are trying to beat. At the end of the day, you just look like a copycat.

Now, is it possible for a company to produce an “iPhone killer?” Sure it is. But it will happen by innovating, not trying to mimic the iPhone.

Are you paying too much attention to your competition, or are you simply producing the best work possible with excellence? Put some blinders on and do what you do best.

I posted earlier this week about our cabin vacation to Gatlinburg, TN and the lessons of how your brand and the customer experience is one in the same. A comment left on that entry was an example of the very concept I was trying to convey.

After reading about our horrible experience, my sister, Bethany, commented with links to a fantastic cabin her and her husband had rented:

Sorry you place wasn’t all you hoped for Next time, try Mountain Laurel Chalets.  http://www.mtnlaurelchalets.com/chalet_index.html
We have used them more than once and have never been less than pleased.  Here is the cabin we stayed at last Christmas.
http://secure.instantsoftwareonline.com/StayUSA/Property.aspx?coid=0210&propid=SCHONBLICK

Bethany

She had a great experience and it turned her into an evangelist. This is what every company should strive for - having the customer evangelize on your behalf. This penetrates through the influence layer since the marketing is coming from someone within their circle of influence, not outside it. Thanks for making my point, Bethany.

Anthology Creative just revamped Warner Bros. Records Nashville’s MySpace page with a layout design based on their newly-relaunched wbrnashville.com.

If you have a MySpace profile - whether you are a band, a music label, or a business - branding it with a custom layout can create better brand awareness - and let’s face it… the default MySpace design is not much to look at.

So, now that I have started a blog (for real this time, I promise), why is it worth it? Why should I blog?

My reasons come down to these three things:

1. Content Is a Promotion Strategy

Time to promote - There is no denying that in this new blog/podcast/online video age, content can serve as promotion for just about anything - and for much less than one would spend on newspaper ads, billboards, chess tournament sponsorships, etc.  There is absolutely no reason for a company to not be constantly producing content, even if it is micro-content such as tweets.

2. I Need to Give Back

Time to get all sentimental - I would honestly not be where I am today if it were not for the tools, articles, tutorials, etc. that I have found on the internet (thank you, Google). And frankly, until now, I have pretty much been a take-take-take type of information consumer. It is time for me to start producing content for other people that are just as curious as I have been and are looking for new information, interesting approaches to problems, and the like.

3. Blogging Pushes Me Further

Time to be effective -  In order to blog effectively, I will need to research. I will need to keep up with what is going on in new media and the internet world. Blogging about these topics will more-or-less force me to become an expert in these topics and to stay relevant. But, don’t get me wrong - you do not need to do these things in order to start a blog - I just feel that I need to stay on top of these things in order to blog effectively.

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