<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/88ccfc8c-658a-46b2-9d19-1aed178de0f4/4BB3EAC5-EEFB-4C49-83C4-228A0ADDD1B0/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/" href="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/" style="font-size: 11px;">www.brandsimple.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/"><H2><A title="Permanent Link: DQ’s digital branding doesn’t say much for its ice cream" rel="bookmark" href="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/">DQ’s digital branding doesn’t say much for its ice cream</A></H2></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/"><P>I’ve heard kids say all sorts of things about what they want to be when they grow up, a doctor, a fireman, a dog walker, even a judge on American Idol, but the owner of a <A target="_blank" href="http://www.dairyqueen.com/us-en/">Dairy Queen</A> franchise? In its recent foray into digital marketing, the folks of DQ have <A target="_blank" href="http://www.nytimes.com/2008/12/24/business/media/24adco.html">launched an online video game</A>, DQ Tycoon, which lets players see what it feels like to beat the clock preparing tasty treats like the Peanut-Buster Parfait. While this might be amusing for a minute or two, as a player in the branding world, I can’t say this digital gig does anything to promote the benefits of a cold and creamy ice cream cone on a hot and dusty day. The purpose of any branding initiative, digital or otherwise, is to support the brand promise.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.brandsimple.com/blog/2009/01/09/dqs-digital-branding-doesnt-say-much-for-its-ice-cream/"><div align="center"><img src="http://content8.clipmarks.com/blog_cache/www.brandsimple.com/img/14C4C85E-79B9-44D5-9F9C-5E7810C70A75" alt="" /></div></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/4BB3EAC5-EEFB-4C49-83C4-228A0ADDD1B0/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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