B/T Enters Beta Phase with Microsoft’s Internet Explorer – How to Avoid Single Distribution Risk by Kevin Dwinnell

You always want to avoid single points of failure. A variation on this theme was raised on “This Week in Startups,” a live show and podcast where serial entrepreneur Jason Calacanis brings on accomplished guests to discuss and help startups. (I’m referencing Episode 15 with Roelof Botha.) A caller was seeking advice since his Facebook application lost distribution due to a policy change by Facebook. He saw his business evaporate.

Today, Brand Thunder announced the beta launch of the Internet Explorer Boom!. This is not just a huge milestone in our ability to serve our clients and end users, it’s another step toward mitigating risk in our whole business. Here are a few thoughts on single dependency and how it shaped getting us to this point.

Eco-systems and Platforms

When we started building on Firefox, addons.mozilla.org (AMO) offered an ideal proving ground for concept and technology. It offered an aggregated audience predisposed to enhancing their browsing experience with add-ons. Other companies built their businesses here as well (StumbleUpon, Clipmarks, Delicious). Facebook is that environment for social applications.

Any time you’re beholden to a single entity, there’s the risk for a single point of failure should something in that relationship change. Mozilla being open source and community driven isn’t like other organizations, but it’s still serves a segment of the Internet population. To meet the needs of our clients, we need to serve as wide an audience as possible and that service is on other browser platforms.

Channels to Market

AMO is a tremendous help in getting our product to end users, but it’s not our only source of distribution. Since we built custom browsers for major brands, we had the advantage of distributing through their sites and their fan sites as well. For successful social applications, they look to Facebook, MySpace, Bebo and leverage their Viral Loop. Other browser extensions build out to IE, Safari, Opera, Chrome and so on.

We weren’t limited to a single channel, but now we extend that even further through access to IEAddons.com and sites devoted to Windows downloads. And since we’re unique the visual immersion we bring to the browser experience, there’s an opportunity to satisfy and under-served market.

The Internet Explorer Highlights

So, we’ve improved our position in a couple key areas for our business and we’re thrilled about that. But, here’s why we think our clients and end users will be excited as well.

The story about how a little download can add a lot of Boom! to a browser just became a whole lot bigger.

Posted in Commentary, News | Tags: brand thunder, Branded Browser, browser boom, custom browser, Facebook, Internet Explorer, Mozilla Firefox, Opera, Roelof Botha, Safari, Windows | No Comments »

Brand Thunder Launches Beta in Preparation to Storm Microsoft’s Internet Explorer Browser Experience by Brand Thunder

COLUMBUS, OH — September 29, 2009– Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today beta group availability to test the most visually immersive add-on available for Microsoft’s Internet Explorer browser. Fans of the NHL’s Vancouver Canucks (http://canucks.nhl.com/club/page.htm?id=48312) or Washington Capitals (http://capitals.nhl.com/browser) can request access to private beta groups and their opportunity to experience Brand Thunder’s Boom! beyond Firefox.

Brand Thunder creates persistent connections between major brands and their online consumers via the Internet browser. Each browser Boom! delivers a visual takeover of the browser, an integrated toolbar for content and functionality, plus the multimedia sidebar for videos, photos and more. Previously, the Boom! was only available to users of the Firefox browser. With the addition of Internet Explorer, 90% of the browser market will have access to a more custom and personalized Internet experience.

“The customization capabilities we’re adding to Microsoft’s Internet Explorer are a pretty big step forward for the users of the IE browser,” said Patrick Murphy, founder and CEO of Brand Thunder. “And it’s a huge win for our clients who want it as simple as possible to give their fans a stunning web browser.”

Brand Thunder’s browser Booms! are free, lightweight active customizations that can include themes, toolbars, sidebars and other content or functionality. Users can switch real-time between any installed Booms!.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Contact:
Patrick Murphy, CEO
Brand Thunder, LLC
614-304-1316

###

Posted in News, Press Releases | Tags: brand thunder, Branded Browser, browser boom, custom browser, firefox, Internet Explorer, Microsoft, Mozilla Firefox, Vancouver Canucks, Washington Capitals, Web browser | No Comments »

The Marketing Struggles of Prolonged Consumer Attention by Kevin Dwinnell

Marketing can be a lot like the singles bar — the 15 and 30-second shot, the photo shoot for the magazine spread, the flash banner. It’s all the equivalent of “the look,” “the line” or, in my case, the spilled drink. It’s about attention getting and breaking through the clutter. Despite the splintering of consumer’s attention, brilliant creative can still capture attention.

Unfortunately, marketing is more frequently being asked to do more than create the introduction. It’s being asked to go along on the first date, hang out with friends and commit to the long-term. Marketers can’t just rely on that air-brushed image to do all the work. (If I’m not clear, seek out Cyrano De Bergerac or Steve Martin’s “Roxanne” for clarification.)

Marketers have to show more depth, be interesting and generally be something you want to spend time with. When you’re with that consumer over extended periods of time, you’re going to see the less-than-glamorous looks, the things you wish never got said — you’re going to be in a relationship.

Brand Thunder’s Booms! are in the long-form of marketing since we create a persistent presence between a brand and their online consumer. Here’s what we see working around the web:

News Feeds

You’re giving fans the news as it happens. It’s like calling your friend so you can share.

Twitter

This is a great product to use and great content for your site or application. But it goes beyond the instant updates, it’s about allowing personalities to emerge and represent your brand. They will be their own brands (@THE_REAL_SHAQ) helping their affiliated brand (Cavaliers). They will be people that emerge and positively affect your brand (@ComcastCares). Though you’ll undoubtedly see the occasional slip up.

Images

Photos and videos are an easy way to let your fans keep up with current activity and catch up on what they may have missed. By offering this content, you let them know you wish they could have been there.

Commerce

Seriously. You’re fans want your stuff, so make it easy for them. Better yet, make it valuable. Our sports clients are letting fans know about available tickets, especially during high-demand periods like playoffs, to great results.

We are big advocates of the open flow of information back to your fans. It’s not always going to be pretty or perfect, but it’s going to be interesting and it’s going to build mutual respect. And mutual respect is vital for any relationship — marketing or otherwise.

Posted in Commentary | Tags: advertising, brand, brand thunder, Brand Thunder Boom, Branded Browser, custom browser, marketing, Marketing and Advertising | No Comments »

Brand Thunder to Bring Custom Browser Experience to Comcast Customers by Kevin Dwinnell

We talk a lot about the power of a browser in staying connected to your consumer and fan base. It should come as no surprise that a company able to define the standard of using social media to support its members would gravitate toward offering a Brand Thunder Boom! to its users as well. So, while we might claim a lack of surprise, there’s no lack of joy about working with Comcast.

We’re building a browser experience that helps Comcast subscribers find and access the breadth of content and functionality available from Comcast.net. While the product is still a few weeks away, we’re excited by the prospects of bringing the Boom! to a new market. Comcast is one of a handful of companies offering a fusion of entertainment, information and communication. We’re looking forward to demonstrating how the browser is an effective gateway to what they offer and what the end user needs.

Posted in Commentary, News | Tags: brand thunder, Branded Browser, browser boom, Comcast, custom browser, Mass media, Social media, Web browser | No Comments »

Brand Thunder Ignores Economic Downturn by Tripling Business in Nine Months by Brand Thunder

COLUMBUS, OH — September 16, 2009 — Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today it has three times the number of clients and custom browser Booms! available to end users compared to December 2008. The visual intensity combined with useful content and functional integration into the browser have proven popular with both clients and end users of the Brand Thunder Booms!.

At the end of 2008, 18 signed clients and 31 browser add-ons resulted in over 500,000 downloads of its browser customizations. In middle of September 2009, the client list has grown to over 60 partners and 83 Booms! in the market with dozens more Booms! in the build process for release in the coming weeks. Downloads are approaching 1.5 million.

The browser customization is delivered through a small download called a Boom! and wraps the user’s web browser in a graphically-rich experience with integrated content and functionality that best serves a brand’s audience. Clients can include videos, streaming music, breaking news, Twitter feeds plus buttons that link to their most popular pages on their sites. The browser becomes a valuable connection between brand and its community and delivers continuous invitations back to the site of the sponsoring brand.

The client list taking advantage of the browser add-on continues to grow and now includes brands in the U.S., Canada and U.K. such as House of Blues, Major League Soccer, teams from the NBA and NFL, newspaper publishers, radio stations, TV affiliates, webcomics and more. This is in addition to companies like Geffen Records, Universal Music Group, Huffington Post, NASCAR Nationwide Series, NHL teams among others.

Additional milestones attesting to Brand Thunder’s growth include increasing strategic channel partners from 7 to 11 and spanning six countries on three continents. Despite a seasonal nature to a majority of product and clients, the active user rate has more than doubled during the first nine months of 2009.

“Our Washington Capitals browser has been a great success,” said Sean Parker, Director of New Media, Washington Capitals. “Over the last two years we have seen a significant increase in our Firefox visitor traffic. I am sure part of this increase is due to our branded browser. Brand thunder has done a great job of integrating Capitals news feeds, Caps365 and customized buttons into the theme, which reinforces our brand to our fans and drives traffic to our site. I am looking forward to seeing the new enhancements Brand Thunder will be adding to our browser for this upcoming season.”

“We help people customize their online experience and make that experience easy, better and more personal,” said Patrick Murphy, founder and CEO of Brand Thunder. “The result has been a growing and excited fan base, which makes it easier to bring on an amazing list of clients.”

Brand Thunder’s browser Booms! are free, lightweight active customizations that can include themes, toolbars, sidebars and other content or functionality. With a Boom!, users can switch real-time between any of the browser looks they created without restarting their browser.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Contact:
Patrick Murphy, CEO
Brand Thunder, LLC
614-408-8202

###

Posted in News, Press Releases | Tags: Branded Browser, brandthunder, browser boom, custom browser, firefox, Major League Soccer, Washington Capitals, Web browser | No Comments »

Your Web Content is Done, But is it Available? by Kevin Dwinnell

A lot of time and money is spent on developing a company website. Even more is spent attracting users to that site. Yet, we find a surprising number of sites that missed the critical questions of “Is my content accessible and is it distributable?”

Make it Accessible

There are too many options available today from a PC to a Mac, from an iPhone to a Pre, from Windows to Linux to limit your content to being usable in a single application or platform. The World Wide Web Consortium has been fighting for web standards for years. Their key objectives are accessibility, internationalization, device independence and mobile. Go to their site, www.w3.org, for a starting point. It’s more than a step toward open standards; it’s a move toward best practices.

Putting their guidance into practice eliminates concerns over how your audience is trying to view your content. Your content will be ready for consumption regardless of the user’s tools, and it’ll be working for the benefit of your business.

Make it Reusable

Now that you’re sure your content is accessible, you can even take your site out of the equation. The market hasn’t just changed around how users are accessing your site, the rules have changed about where they are wanting your content. They want the content at Google Reader, or Feedly or SpreedNews or any number of sites that help them digest the volumes of information that interests them. If you’re forcing them to come to your site, you’re pushing them somewhere else.

Making your content available via RSS helps you get it and keep it in the hands of your audience. And RSS is back in the headlines with instantaneous updates. You can find out more at www.rsscloud.org or read a quick RSS overview on Kathryn Corrick’s blog.

Your efforts with RSS won’t just make your users happy. It’ll also please your new media marketing team who will have content available for desktop widgets, Facebook apps, browser sidebars, news tickers and more.

Make it Digestible

We know attention spans are short. Keep your content and efforts to the point, and keep that in mind when you look at your RSS feeds and the information you’re pushing out. You should be limiting the feed to the most recent information or the last dozen or so items. Forgetting about this point can leave some readers trying to pull a massive amount of data that your user will never wait for.

If you want some other brainstorming ideas, check out this list of 100 Resources compiled by WebDesignDev. It’ll get you thinking in a 100 good ways.

Posted in Commentary | Tags: brand thunder, Branded Browser, custom browser, feedreader, GoogleReader, marketing, New Media | No Comments »

Brand Thunder Introduces New Advertising Sponsor Placements within the Browser Chrome by Brand Thunder

COLUMBUS, OH – September 4, 2009 – Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today the availability of clickable sponsored placements within the browser chrome of its custom browser Booms!. These sponsored placements are visually integrated within the browser theme, remain regardless of the website being visited, and fully take advantage of the hours users spend online.

The sponsorship program was designed to simplify implementation for Brand Thunder clients. It leverages Brand Thunder’s ad server allowing for a full range of tracking and reporting, plus providing easy updates for sponsorship graphics. The browser chrome placement assures high-visibility and engagement due to its proximity to the web address bar and browser search box.

“Our clients have expressed a need to provide new and exciting opportunities to their corporate sponsors,” said Patrick Murphy, founder and CEO of Brand Thunder. “These new sponsor placements will allow us to meet that need in a manner that integrates seamlessly and stylistically with the rest of the Boom! and keeps the overall user experience intact.”

A Boom!, a free, lightweight, active customization, is unlike other browser-based tools with its visual immersion, integrated content and added functionality. It has proven to be a popular way for fans to personalize their web experience with their favorite sports team, music star, newspaper, news site and more. Users can switch real-time between any installed Booms!.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Contact:
Patrick Murphy, CEO
Brand Thunder, LLC
614-304-1316

###

Posted in News, Press Releases | Tags: boom, brand thunder, Branded Browser, brandthunder, Browsers, custom browser, Online advertising, online sponsorship, sponsorship | No Comments »

Measuring Engagement – Maintaining Engagement by Kevin Dwinnell

MediaPost’s Online Spin had another interesting article yesterday titled “The Three Rs Of Engagement” by Cory Treffiletti. Cory discusses how there is no standard for defining engagement because engagement depends on the objectives of the marketer. But he proposes three unifying themes necessary to define engagement — and they are Recency, Resonance and Relevance.

I like the structure of the three Rs. The classic dictum of reach and frequency can be rolled under recency. They are the elements to help with recall. You could argue Resonance and Relevance also aid recall, but I’d put the burden of meeting those two Rs with creative execution and strategy. Creative will help you Resonate and getting that message to the right audience will ensure your Relevancy.

The three Rs also identify the keys to success when you’re dealing with a branded application like our Booms!. With an app, especially one used regularly, you are ensured Recency and since an app typically requires user action to download and use Relevancy is also virtually guaranteed. Now if you can provide the value that Resonates with that user, you’ve got a truly powerful tool to drive a lot of usage from your end user.

While you do this, you have to maintain Trust. This is implied in most marketing efforts, but essential in something like an application where the user extends a lot of faith from the moment they decide to download or install, and is committing themselves to hours of connection at a time. If you abuse the relationship you sought through the engagement capabilities of an app, you undermine more than any single marketing effort. In our world, that threshold can be pretty low if we disrupt the user’s experience. So if we don’t manage Trust very well, our three Rs quickly turns into ARRRG.

Posted in News | Tags: brand thunder, Branded Browser, browser boom, custom browser, internet application, internet apps, marketing engagement, MediaPost | No Comments »

Brand Thunder and Phoenix Suns to Bring a Planet Orange Experience to Internet Browsers by Brand Thunder

COLUMBUS, OH – September 2, 2009 – Brand Thunder LLC (http://www.brandthunder.com), the custom browser specialists, announced today an agreement with the Phoenix Suns to offer its fans a unique online experience.
Basketball fans who use the popular internet browser Firefox will be able to download a Phoenix Suns branded browser at Suns.com, featuring the team’s logo and colors, as well as prominent links for quick access to the club’s various digital and social media channels.

“We are always looking for new ways to connect with our fans, and our fans are always looking for new ways to show their love of Phoenix Suns basketball,” says Suns VP of Digital Jeramie McPeek. “The Suns branded browser is a great way for the citizens of Planet Orange to express that pride, and enhance their overall experience online.”

A leader in technology among pro sports franchises, the Suns’ official website, Suns.com, has been named the top team site in the NBA on three occasions, while the team’s official social network, PlanetOrange.net, and virtual tour site, SunsLockerRoom.com, were both recognized with Rocky Mountain Emmy Awards in 2008. The Suns’ family of sites average more than 50 million page views from more than 200 different countries.

“The Suns have been so savvy in the Internet space, that there’s a robust amount of content and functionality to build a really engaging fan experience,” said Patrick Murphy, founder and CEO of Brand Thunder. “We expect some new and exciting surprises out of this.”

Brand Thunder’s browsers are free, lightweight active customizations that can include themes, toolbars, sidebars and other content or functionality.

About Brand Thunder:
Formed in April 2007, Brand Thunder creates custom-browser experiences. Brands enjoy a more persistent connection to their Internet consumer through the custom browser Boom!, which increases website visits and revenue. Through a software installation, end users change the look and feel of their Internet browser into an immersive experience from their favorite sports team, entertainment franchise or Internet site. The custom browser Booms! feature official logos, colors, content and functionality, but can also extend capabilities including video, music players or other Internet widgets. Current business partners and clients include the Huffington Post, Major League Soccer, NASCAR, NBA, NCAA, NFL, NHL, Universal Music and Yahoo!. Samples found at http://brandthunder.com/gallery/.

Contact:
Patrick Murphy, CEO
Brand Thunder, LLC
614-408-8202

###

Posted in News, Press Releases | Tags: Branded Browser, brandthunder, browser boom, custom browser, Mozilla Firefox, National Basketball Association, NBA, Phoenix Suns | No Comments »