Multichannel Brand Management: Refine Your Message

The company delivers on its promise when the catalog arrives, with its warm, engaging copy and straightforward approach. Images are big and colorful, and stories tell how some of the patterns were developed.

That’s the catalog. But the Web site is a whole other story.

The site loses all the personality and warmth of the catalog. It fails to make consumers feel comfortable. I decided to sign up for Beau Ties’ e-newsletter in the hopes that it would deliver on personality and warmth. I found it disappointing; the newsletter is difficult to read and doesn’t deliver until past the fold.