Two cheers for website brand survey

The 50 Top UK FMCG Brand Website evaluation (MW September 28) was indeed a brave attempt to evaluate brand websites – but surely assessing how well a website fits with a brand proposition should be more than deciding whether the website’s “colours and typefaces are the same on the brand packaging”.

Shouldn’t the survey have also assessed how navigation, functionality, content, speed, sound and “look and feel” support the brand personality?

Where was the analysis of a site’s effectiveness in communicating its brand values – surely actually listing them on the site, as Ed Hebblethwaite suggests, cannot be the answer?

Adrian Day

Ziggurat Brand Identity and Innovation

London WC2

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