recommendations, and videos
that explain the design and features of bags. The site features
a “Laptop Bag Finder” that uses
filtering technology so customers can enter their laptop model
and/or its dimensions; the
search function lists only those
bags that will fit their laptop.
Almost all of this information
can be shared, Digg’d, or commented on. eBags unleashes
the power of social media
to deliver their “perfect bag”
expertise to a broad audience.
eBags has demonstrated it
understands the difference
between using new technical
capabilities for simple brand
expression and for more valuable brand delivery. Of course
the company has a Twitter
account and a Facebook page.
But it shows that Web 2.0 is not
just a way to facilitate communication about its brand—it’s
a way to actually deliver the
Image created by Monica Sebial
Nike also uses new technologies to deliver increased value
to customers. The Nike brand
is about providing innovation
and inspiration to every athlete, amateur and professional.
Nike+ integrates an in-shoe
sensor device with nikeplus.
com allowing runners to track
their progress, compare their
performance with that of others, and participate in forums.
Nike+ makes it possible for runners to set up virtual challenges
with other participants and to
personalize their homepage to
illustrate their mood, route, and
the weather. From hardware
design to software capabilities, and from user interface to
social networking integration,
the entire Nike+ operating platform brings the value of Nike’s