Behind every new look, new launch or new advert there has been thought as to how it will affect the industry, press and most importantly the end consumer.

Rebrands get planned months, if not years ahead. To make sure they’re right.

What does our new brand need to reflect? How will our current consumers/customers feel about it? Who are we trying to speak to with our rebrand? 

Product launches take years to master. To make sure they’re right.

Who would buy this? Why would they buy it? Where would they buy it?

And a lot of effort, by a lot of people goes into creating TV adverts, to make sure they’re right too.

How can we make impact? What times and which channels will it be on? Do we need a celeb in it?

Many will present a rebrand, product launch or advert and tell those in charge of their online – “this is what we’re doing, make our online fit”.

The wrong way round? I think so.

Nobody at Pizza Hut thought about registering or acquiring www.pastahut.net or www.pastahut.com

Vodafone has an exclusive deal to launch BlackBerry Storm in the UK – utilising online PR should have seen them rank #1 organically for ‘blackberry storm’, instead they’re bidding and paying per click.

Love Bingo could’ve made sure they ranked #1 for their name before advertising on TV – they rank #3 for ‘love bingo’ but I am sure JackpotJoy and ilovebingo.com, who rank #1 and #2 respectively, are the main benefactors of searches for ‘love bingo’ from Love Bingo’s TV advertising campaign.