Branding “Anchor” Site Versus “Individual Products”

Surreal Fruit

“Fruit Tree in Tiburon” (John Fraim, March 2014)

The Question: Can social media be used effectively to promote not a singe product but rather a site that creates a number of products? It is our strategic marketing situation at GreatHouse Stories (www.greathousestories.com). As you can see, we feature various projects in development on the site. However, the site is not meant to promote one product but rather multiple products.

The Problem: Creating separate sites for the various projects and products dilutes overall brand power obtained from one site. How can projects and products be both 1) separately marketed using their own specific platforms and social media and 2) marketed under the overall brand umbrella of GreatHouse Stories?

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