What We Can Learn From The New Skittles “Site”
Some random thoughts about the new Skittles.com and how this is significant for brands.
I know the new Skittles.com isn’t original(Modernista has worked with this idea before)-BUT I think it shows brands need to exist ACROSS web – not just one site.
Brands have traditionally built their web sites like their brick & mortar locations-one central location for its customers. In the medium offered by the internet, and web 2.0, however, the Skittles site got me to thinking that the current method 99.9% of brands use isn’t an optimal use of the web.
The new web model doesn’t need a singular web presence.
The web is intangible, and because of the abstract nature of the web, maybe we’re going to see more brands go the Skittles route. If the definition of a brand is the psychological/emotional perception that people have BEYOND your company or product, then maybe companies need to focus more on what that brand means OUTSIDE their walls, because that’s where the true discussion of a brand’s identity lies.
The thing with the internet is that there really aren’t any walls, though. For the most part, information can flow freely. Many marketers have pointed this out before – brands need to join the discussions that consumers are having about them – so it only makes sense to me that the new Skittles site spread across Twitter, Wikipedia, Facebook, etc. is a manifestation of that idea.
Thoughts?
