Multichannel Brand Management: Refine Your Message

Incorporating the Catalog

Many catalogs feel that the Web isn’t worth spending a lot of time and money on, since it’s a place customers and prospects willingly enter, rather than a “push” media, such as a print catalog. This has changed in a big way, though. Catalogers successfully are pushing prospects to Web sites. But if customers arrive at the sites and they don’t bear brand resemblance and attitude to the catalogs, they’re unlikely to feel at home.