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BBM&D Strategic Branding to Mobilize the Web

The BBM&D design team is thrilled to expand their arsenal of creative services and embrace mobile device web development, one of the fastest growing segments on the web.


The BBM&D design team is thrilled to expand their arsenal of creative services and embrace mobile device web development, one of the fastest growing segments on the web. That popularity, along with the wide variety of mobile devices in use, demands a level of accessibility and convenience for every brand on the mobile web--but that doesn't have to come at the expense of branding. The mobile web is much more agile and streamlined in function, with wildly diverse variables--browser types, connection speeds, and screen resolutions--but most websites are still designed solely for an optimal desktop user experience, virtually ignoring the mobile segment. With the escalating usage of mobiles in business and in general--the past year alone has seen a 150% surge in mobile web usage, according to browser maker Opera--redeploying a brand for this context becomes increasingly imperative.

"Forcing mobile users to deal with a normal desktop or laptop-friendly site on their Blackberry, iPhone, or Droid may be a thing of the past," said BBM&D President Barbara Brown. "Progressive enhancement of a brand for the mobile segment is as essential now as the print-to-online transition of a decade ago." The most successful online brands have delivered a mobile user experience totally unique from conventional desktop web browsing. "Almost everything is different," said BBM&D Chief Technology Officer Tony Spore. "You need to measure how your audience uses the mobile web, because you may be rethinking everything technically and stylistically in order to keep the brand seamless in both environments."

BBM&D's mobile web development aims to maintain a company's online branding with an artful approach to information hierarchy, imagery, navigation, and more--going beyond merely utilitarian appearances without sacrificing practical functionality. "We create a new iteration of a brand for the mobile world," continued Brown. "It's translating a site's key branding and content from its desktop form to a more mobile-friendly presentation, taking advantage of the mobile world's unique characteristics to make a more satisfying user experience."

To view an example of BBM&D's mobile web development in action, visit blog.bbmd-inc.com. BBM&D Strategic Branding is a full service agency that helps position successful companies into higher levels of profitability and visibility. BBM&D has worked with such diverse clients as Saturn, Kinkos, Brown Jordan Outdoor Furniture, Santa Barbara Museum of Art and the Ronald Reagan Presidential Foundation. Their award-winning designs can be seen at bbmd-inc.com.