Internet-based brand management and marketing communication instrumentation network for deploying, installing and remotely programming brand-building server-side driven multi-mode virtual kiosks on the World Wide Web (WWW), and methods of brand marketing communication between brand marketers and consumers using the same

• US 20050144072A1
• Filed: 06/24/2004
• Published: 06/30/2005
• Est. Priority Date: 10/25/1996
• Status: Abandoned Application

• Current Assignee: IPF Incorporated
• Original Assignee: IPF Incorporated
• Inventors: Perkowski, Thomas J., Muchhal, Vaibhava, Lawrence, Scott, Ulloa, Fernando Jr., Kennedy, Katherine, O'Hara, Kathleen
• Application Number:
  US10/876,261
• Publication Number:
  US 20050144072A1
• Time in Patent Office: Days
• US Class Current: 705/14.490
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0238 at point-of-sale [POS]
• CPC Class Codes: G06Q 30/0239 Online discounts or incentives
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0253 During e-commerce, i.e. online transactions
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G07F 17/16 for devices exhibiting advertisements, announcements, pictures or the like

Abstract

Internet-based Enterprise-Level Brand Management And Marketing Communication Network based on an innovative brand command, control and communication architecture (BC3), which gives brand owners complete command and control over the wide range of brand-building assets, messaging and promotions scattered throughout the Web, and how they are communicated to directly consumers at diverse Web touch points, with the efficiency and automation of supply-chain management solutions. The Network supports the deployment, installation and remote programming of brand-building server-side driven Multi-Mode Virtual Kiosks on the World Wide Web (WWW), and provide brand managers, their agents and online trading partners the power to build stronger online brands, drive sales and eliminate existing friction in the retail chain through a collaborative carrier-class, indutrial-strength e-marketing communication network.

Claims

1-135. -135. (canceled)

136. An online brand information management and marketing communication network, comprising:

a first Web-based subsystem for brand management team members to create, deploy and install one or more server-side driven, Web-based multi-mode virtual kiosks anywhere on the Internet, wherein each multi-mode virtual kiosk can be programmed to have (i) an advertising display mode for displaying one or more advertising spots in a selected order, (ii) a promotional display mode for displaying one or more promotional spots in a selected order, and/or (iii) a brand information display mode for displaying a set of brand-building information assets in a selected arrangement, and whereby the execution of said advertising display mode, said promotional display mode and said brand information display mode of an installed multi-mode virtual kiosk, enables the brand management team to deliver a choreographed brand experience to consumers who launch the installed multi-mode virtual kiosk from a location on the Internet;

a second Web-based subsystem for brand management team members to remotely program the advertising display mode of each multi-mode virtual kiosk with one or more advertising spots in a selected order;

a third Web-based subsystem for brand management team members to remotely program the promotional display mode of each multi-mode virtual kiosk with one or more promotional spots in a selected order; and

a fourth Web-based subsystem for brand management team members to remotely program the brand information display mode of each multi-mode virtual kiosk with one or more brand-building information assets in a selected arrangement.

137. The online brand information management and marketing communication network of claim 136, wherein a fourth Web-based subsystem provides services that enable brand management team members to create and manage a Brand Information Network (BIN) for each product, service or corporate brand, on which the remotely-programmed multi-mode virtual kiosk delivers marketing communications.

138. The online brand information management and marketing communication network of claim 136, wherein said BIN serves as an informational basis for activities on said online brand management and marketing communication network, including a network of links (URLs) for the advertising spots, promotional spots and brand-building information assets that consumers can view during the operation of the remotely-programmed multi-mode virtual kiosk.

139. The online brand information management and marketing communication network of claim 136, wherein each BIN comprises the following items:

(i) basic information about the product/service which function as Brand Information Search Keys;

Universal Product Number (USN) or Universal Service Number (USN);

Trademark (TM) or Servicemark (SM);

Product Descriptor (PD) or Service Descriptor (SD);

Product or Service Brand Name; and

Product or Service Category;

(ii) Web location or address (URL) of brand assets/content at the brand owner'"'"'s disposal (e.g., product video, audio, product image, etc.—

in multiple languages if applicable); and

(iii) basic, practical display attributes of the brand assets (i.e., text for clickable links, icons displayed next to the links, sound files associated with the links, types of links, etc.) located at each node in said BIN.

140. The online brand information management and marketing communication network of claim 139, wherein, brand management team members can use combinations of these data links (e.g. UPN/TM/PD/URLs for product brands or UPS/SM/SD/URLs for service brands) to build and manage BINs anywhere using a Web-enabled computer, and wherein management team members can quickly access, shift or change these components when seasonality, pre-purchase/post-purchase considerations and different target audiences require them to modify the BINs.

141. The online brand information management and marketing communication network of claim 140, wherein Universal Product Numbers, Trademarks, Product Descriptors, Universal Service Numbers, Servicemarks, Brand Names, etc. function brand-related information keys, and these same brand-related information keys are used to index each advertising spot, promotional spot, and other brand information asset associated with a created BIN.

142. The online brand information management and marketing communication network of claim 136, wherein once BINs are created for a particular product, service or corporate brand, then brand management team members can decide how and where to showcase their brands by building and deploying multi-mode virtual kiosks.

143. The online brand information management and marketing communication network of claim 136, wherein brand images and messages can be communicated to consumers through one or more of the three display modes in each multi-mode virtual kiosk, namely:

the advertising display mode (e.g., rich media spots intended to create emotional connection with the brand);

promotional display mode (e.g., for displaying time-limited offers in the form of price-based messaging, media-based offers, etc.); and

the brand information display mode (e.g. a set of categorized links providing a wide range of information about the product or service, along with search capabilities for the brand'"'"'s other offerings).

144. The online brand information management and marketing communication network of claim 136, wherein when the user clicks on a multi-mode virtual kiosk installed along the fabric of the World Wide Web (WWW), a combination of the three display modes will play automatically for the consumer, in a sequence determined by the brand management team members, or trading partner, who creates and deploys the multi-mode virtual kiosk to deliver an effectively choreographed brand experience to the consumer.

145. The online brand information management and marketing communication network of claim 136, wherein the multi-mode virtual kiosk opens with a rich media advertisement spot, followed by a promotional spot, and finally leads the consumer to a set of brand-building information assets, all in a seamless progression.

146. The online brand information management and marketing communication network of claim 136, wherein brand management team members can rise above information clutter, by virtue of the fact that the same brand-related information keys (e.g., Universal Product Numbers, Trademarks, Product Descriptors, Universal Service Numbers, Servicemarks, Brand Names, etc.) used to index rich media advertising spots, promotional spots, and other brand-building information assets associated with created BINs, are also used to program virtual brand communication channels in each installed multi-mode virtual kiosk.

147. The online brand information management and marketing communication network of claim 146, wherein these brand-related information keys enable consumers to easily search for and access brand information from Multi-Mode Virtual Kiosks at diverse consumer touchpoints.

148. The online brand information management and marketing communication network of claim 136, wherein the three different modes of marketing communication and display supported by each multi-mode virtual kiosk can be either temporally or spatially multiplexed within the graphical user interface (GUI) of the multi-mode virtual kiosk so as to be able to deliver three different kinds of brand marketing communication content (i.e. advertising spots, promotional spots, and brand-building information assets) at either (i) three different moments (frames) in time on the GUI (i.e. referred to as “

temporal multiplexing”

), and/or (ii) at three different places in space on the GUI (i.e. referred to as “

spatial multiplexing).

149. The online brand information management and marketing communication network of claim 140, wherein each and every advertising spot, promotional spot and brand-building information assets (i.e. brand marketing communication) is indexed with brand-related information keys such as (i) the UPN, TM and PD of the branded product to which such brand marketing communications relate, or (ii) the UPS, SM and SD of the branded service to which such brand marketing communications relate;

and wherein all said brand marketing communication are communicated through said online brand information management and marketing communication network are indexed using these brand-related information keys.

150. The online brand information management and marketing communication network of claim 140, wherein each different type of multi-mode virtual kiosk is characterized in terms of a different class of brand-related information keys;

for example, a Product-Specific (PS) Multi-Mode Virtual Kiosk is defined (classified) by a single, unique UPN (i.e. UPC) of a particular Vendor/Brand-Owner;

a Vendor-Specific (VS) Multi-Mode Virtual Kiosk is defined (classified) by a set or family of UPNs (i.e. UPCs) marketed by a particular Vendor/Brand-Owner (e.g. under one or more different Trademarks (TMs) or Brand Entities);

a Service-Specific (SP) Multi-Mode Virtual Kiosk is defined (classified) by a single, unique USN of a particular Service-Provider/Brand-Owner;

a Service-Provider-Specific (SPS) Multi-Mode Virtual Kiosk by a set or family of USNs marketed by a particular Service-Provider/Brand-Owner (e.g. under one or more different Servicemarks (Sms) or Brand Entities); and

a Retailer-Specific (RS) Multi-Mode Virtual Kiosk is defined (classified) by a set or family of UPNs (i.e. UPCs) marketed by a particular set of Vendors/Brand-Owners carried by a particular Retailer.

151. The online brand information management and marketing communication network of claim 140, wherein the brand-related information keys imposed on multi-mode virtual kiosks realize virtual brand marketing communication channels (i.e. brand-related filters) for brand-information related key indexed brand marketing communications conducted through said online brand information management and marketing communication network.

152. The online brand information management and marketing communication of claim 149, wherein all brand marketing communication conducted through said network are indexed using brand-related information keys, and only specific brand-related content gets communicated over multi-mode virtual kiosks characterized with the same brand-related information keys, and such indexing of brand marketing communications and multi-mode virtual kiosks on said network helps to ensure that only brand marketing communications related to a particular product, service or brand gets delivered to consumers over multi-mode virtual kiosks that are brand-keyed to such branded products and services, thereby reducing information clutter at points of display on the Internet, and delivering clearer brand image building communications.

153. The online brand information management and marketing communication of claim 136, wherein said brand management team members, and their trading partners, are provided with the option to customize every multi-mode virtual kiosk, including (i) the selection of the look-and-feel variables of the multi-mode virtual kiosk (including ‘

skin type’

defined by surface texture, color, button style, etc.), (ii) the placement of the brand logo, and (iii) the type and arrangement of links in each BIN associated with the multi-mode virtual kiosk.