Ad Age Cites r+r Work as Shining Example Posted on January 13, 2009 Post a comment

We are pleased that Ad Age called our work, on behalf of Weber Grills, a “shining example” of what manufacturers should be doing on the Web.  Here’s part of the article that we (for obvious reasons) particularly liked:

“Weber Grills continues to be one of the standouts. With a robust online community created exclusively for Weber owners, a recipe section and online operating manuals for each model, the site offers support in the act of grilling itself--inspiring grill masters and aspiring grillers alike. Each of these [companies--Weber, along with Electrolux and Shaw Floors] are shining examples that manufacturing brands can be sexy, inspiring and informative--both online and off.”

We agree that taking stock of what others are doing in marketing is a good way to judge your brand’s own progress, but believe it can be too easy for a company to fall into the trap of a “me, too” Web presence. What’s right for Weber Grills may or may not be right for your brand. A brand’s use of the Web should be a reflection of its own brand strategy, not what others are doing. 

With that said, the article points out a number of important things that manufacturers should consider as they integrate their Web presence into their overall brand strategy.

Here’s a link to the article.

Let us know what you think.