Roma Website | Municipal Branding

Roma
When in rome...
April 28, 2003

They say, when in Rome, do as the Romans do. But what do Romans do? Backed by an extraordinary ancient history, the City of Rome is deeply engrained in the world's collective consciousness. With such a heritage, it should be easy to manage the "brand" to the benefit of the city and its inhabitants.

Hic et nunc, Rome displays three important faces for the brander to manage: the tourist and investment destinations, and the living organization sheltering some three million people. Although the external image is important, we have chosen to focus this review on Rome's website to its own citizens: www.comune.roma.it.

Le Pagine di Roma is, in its own words, an institutional site. And indeed, it very much looks like an easy-to-download text portal. It displays few images, which are no more than thumbnail-size pictures.

If Rome's website does not talk to the heart, it does talk rather extensively to the mind. The amount of links that are packed on this front page would make Yahoo! blush (although they are clear and well organized). The visitor will find summaries of noteworthy news and announcements, such as an SMS service that distributes traffic information, general and cultural news, and straight to your cell phone. Other features include the weather forecast, a currency converter between the lira and the relatively new euro, and a locator of municipal services.

*Due to the constantly changing environment of websites, some reviews may no longer reflect the current website for this brand.


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Dec 22, 2003	Red Envelope - arrives -- VG
	Does Red Envelope deliver?

Dec 15, 2003	FTD.com vs. 1-800-FLOWERS.COM - budding heads -- Abram Sauer
	This holiday season, will you say it with FTD or 1-800-flowers.com?

Dec 8, 2003	IgoUgo.com - goes -- Diane O'Brien
	IgoUgo is going places by creating a site stocked with unbiased travel info.

Dec 1, 2003	Parmalat - Milks it
	Does Parmalat’s website flow well?

Nov 24, 2003	Weight Watchers - Gets points
	Weight Watchers scores extra points for a well proportioned site.

Nov 17, 2003	Consumer Reports - First rate -- Diane O'Brien
	ConsumerReports.org gets tested and approved.

Nov 10, 2003	Redken - Radiates
	Redken upholds its exclusive image online

Nov 3, 2003	Heineken.com vs. Budweiser.com - Taste test -- Abram Sauer
	One can drain a six-pack before reaching the end of Budweiser or Heineken.com

Oct 27, 2003	The Holy See - In nubibus
	Exactly whom is the Holy See hoping to congregate online?

Oct 20, 2003	Oxfam - Raises awareness
	Oxfam sends a clear message.

Oct 13, 2003	Circuit City - Current
	Circuit City achieves customer satisfaction online.

Oct 6, 2003	Mahindra Scorpio - Struts
	While Mahindra Scorpio steers well offline, online it appears to have lost its way

Sep 29, 2003	Capital One Auto Finance - Stalls
	Capital One Auto Finance misses an opportunity to excite the viewer with its website.

Sep 22, 2003	Johnnie Walker vs. Jack Daniel’s - Stately vs. sauced -- Abram Sauer
	Johnnie Walker and Jack Daniels get a taste test as we visit their sites for a comparison between posh and pished.

Sep 15, 2003	Frette - Good in bed -- Vivian Manning-Schaffel
	Wrap yourself between the folds of Italian linen supplier Frette.com

Sep 8, 2003	iTunes vs. BuyMusic - Sound off -- Abram Sauer
	iTunes and BuyMusic compete to ring your bell

Sep 1, 2003	Casino - Snake eyes
	France’s supermarket Casino takes a gamble on the web.

Aug 25, 2003	National Geographic - explore -- brandchannel
	National Geographic proves that educational sites don’t have to be boring.

Aug 18, 2003	Jet Airways - Cruising
	Jet Airways flies high online.

Aug 11, 2003	Accenture - Accountable
	Accenture carries its professional service mission on to its website.

Aug 4, 2003	Vespa - Right turn
	Italy’s Vespa navigates the web.

Jul 28, 2003	Marriott - Four star -- Charlotte Jane Dyson
	At your service: Marriott.com.

Jul 21, 2003	Ryanair - Sky's the limit
	Ryanair flies through cyberspace as a do-it-yourself, no-frills carrier.

Jul 14, 2003	Damiani - Star studded -- Vivian Manning-Schaffel
	Damiani's reputation for superb design is seen in its website as well as its jewlery.

Jul 7, 2003	American Express - Charged
	American Express doesn’t leave home without its brand.

Jun 30, 2003	Chloé - Trés chic -- Vivian Manning-Schaffel
	What's the look at chloé.com?

Jun 23, 2003	World Health Organization - cares -- Abram Sauer
	Is a visit to WHO.org an infectious activity?

Jun 16, 2003	Martha Talks - In the dog house
	Martha Stewart defends her brand in the court of public opinion.

Jun 9, 2003	Royal Sundaram - Hum drum
	Is Royal Sundaram “beyond expectation” or caught by a sticky wicket?

Jun 2, 2003	Hooters Air - Busting out -- Diane O'Brien
	Hooters joins the mile-high club.

May 26, 2003	Roland Garros - Brand slam
	The French Open kicks off in Paris, we keep score at RolandGarros.com

May 19, 2003	Swarovski - A gem
	Swarovski.com creates a new world on the web

May 12, 2003	CRY (Child Relief & You) - A relief
	CRY.org happily hosts a successful nonprofit brand online.

May 5, 2003	Staples - Works
	Packed with supplies, Staples.com does its best to organize online.

Apr 21, 2003	Burpee - Fertile
	Burpee sows the seeds of a great brand online.

Apr 14, 2003	Steinway & Sons - off key -- VG
	Does Steinway.com need tuning?

Apr 7, 2003	Maxell - Memorable
	Is Maxell's site memborable?

Mar 31, 2003	Titan - Losing face
	It’s time for Titan to work on its online brand.

Mar 24, 2003	Sony - High tech
	Sony.jp uses the latest technology and the oldest (and best) branding techniques to display its product.

Mar 17, 2003	Clicquot - Comme ci, comme ça
	Is Clicquot's web offering sparkling or flat?

Mar 10, 2003	Botox - Numb -- Charlotte Jane Dyson
	Allergan's Botox.com misses an opportunity to flatter a vain audience.

Mar 3, 2003	IKEA - Functional -- Vivian Manning-Schaffel
	Is IKEA.com well furnished?

Feb 24, 2003	Maersk - off course -- VG
	Does Maersk.com chart a steady course online?

Feb 17, 2003	Jimmy Choo - Bare Feat -- Charlotte Jane Dyson
	Normally, standing proud, JimmyChoo.com limps along on the Web.

Feb 10, 2003	Godiva.com - Love bytes
	Browsing for a Valentine gift? Godiva.com delivers.

Feb 3, 2003	Carrefour - Stocked
	The aisles of Carrefour.com are stocked with a strong representation of its brand.

Jan 27, 2003	Mini - Bug free -- Abram Sauer
	How does Mini compare with its car lot companion Beetle online?

Jan 20, 2003	NFL.com - Fumbles
	Are you ready for some football? American football, that is, coming to you straight from NFL.com.

Jan 13, 2003	Boots - Take as directed
	Does popular UK chemist Boots enhance wellbeing with its online offering?

Jan 6, 2003	Burton - Carves the corduroy -- Cristi Barnet
	Take a ride on Burton.com

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