How Research Guides the Branding Campaign
Cyberbrands are, however, quickly taking advantage of the knowledge gained from the “virtual footprints” left by Web audiences.[3] Take CVS.com and its quest to become proficient at assisting customers in navigating through an inventory of over 15,000 products. David Zook, CVS.com Strategist Alliance member, faced the challenge of studying more numbers than he might have ever imagined. With numbers upon numbers, amounting to sheets of information, the compilation of data looked to Zook more like a mixed-up jigsaw puzzle than anything else—a perfect example of how too much information often makes little sense. CVS.com needed a better understanding of its site to facilitate a redesign that was overdue. ...
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