Hi. This is Enzo F. Cesario with another edition of the Brandsplat Video Report. We're deep down in the bunker here in Los Angeles California. How are you doing Ben?

BEN (behind the camera):I'm doing well. How are you doing?

ENZO: I'm doing awesome. Today I want to talk about incorporating your brand essence into the design of your site. I'm going to show you a really fine example of that - let's take a look at bk.com - Burger King. They take their tag line - Have It Your Way - the soul of their company, and they really incorporate into their design. Check it out. You can have it your way when you come to the Burger King site. YOu can customize it so it serves up the content the way you want it. Have it your way. It's embedded in the design and I think that's brilliant. And let's take a look at the opposite, a good example of when you start taking out the brand essence from your site and what implications that has. YouTube. Have you seen the new re-design of YouTube, Ben?

BEN: It looks like a pop-up.

ENZO: It looks like a big ad, doesn't it? In fact, I did a search for a YouTube re-design on YouTube, I checked out this guys video and after the video ad were just popping out all over the place. Oh, man, I get that they need to make money, I get it. But they're kind of covering up the You in YouTube. The user generated stuff is being replaced, not only by advertising but by more slick content from other sources. What do you think about that Ben?

BEN: They're losing themselves.

ENZO: It's like HuluTube - and check out Hulu. Hulu's always been the same, they've always stuck to their guns. They're serving up SNL and ads about Tiger Woods. Anyway. I also want to talk to you today about your FaceBook experience versus your main site experience. You need to understand that it's a different experience if you're going to have two properties. Check out - let's use a good example - GAP. They do a fine job on their main site to inform you about their products and what's the latest and greatest. You go their FaceBook fan page and they're really getting you to engage a little bit more than they are in their main site and also giving you stuff you can't find on their main site. So you come there for a different reason, for a different experience. I think that's something to keep in mind when you're doing that for FaceBook. Again, take a look at Victoria's Secret too. Same thing. Here's their main site and here is their FaceBook fan site. They're offering different things. They're trying to get people to engage a little more on their FaceBook fan page where as on their main site they're giving you more information, a bit more of a one-sided conversation even though they have other things that you can interact with. So, keep that in mind if you're going to have two properties living on the Web. If you have a FaceBook fan page and a main site, that they have different functions and that they offer your customers different goodies. Alright. This is Enzo F. Cesario. See you next time.