David Glaze, vice president of creative at Web design firm Genex in Culver City, CA, sets up Web sites for movie studios and automakers. He discusses the pivotal role of these sites in branding and customer service.
DIRECT: Can a Web site make or break a company’s image?
GLAZE: The Web site is the first face of the company. If you don’t have a good experience from the Web site, you won’t think highly of the company.
DIRECT: Is a movie Web site branding the studio that made the film?
GLAZE: No, but it is trying to create anticipation and awareness, to have huge box office sales.
DIRECT: How does a site reflect brand?
GLAZE: You hear a lot about CRM, but a site needs to have CEM
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