We described two ways that a firm can add value by providing information: (1) information about its products, and (2) information about topics that are of interest to people who use the product class in which the firm competes.
A bicycle company can provide information about its brand of bicycles, and about bicycling. onsider the following passage from the Gramercy Press (http://www.mci.com/gramercy/intro.html) site; I copied it on April 22, 1995: Dear Visitor, We're back with a new chapter that we'll call "Does Love Actually Conquer All?" (working title). In other words, you are about to re-enter the fascinating world of Gramercy Press. Where, virtually, anything goes. Many of the things you liked about this site the first time around remain. Needless to say, with a few surprises. Now, and in the weeks to come.
You can easily see that the authors of this site plan to attract "repeat visits" by making the content dynamic. Thus a Web site that uses related information to build interest is never finished; it is a living document that must be managed by maticulous and creative people.
The basic idea that you build brand equity by providing a service to your potential consumers. In these examples, the "service" is information about things that would be of natural interest to your potential and actual consumers. People who buy moutain bikes will value information about bike trails, current trail conditions, and upcoming events.
An advantage of providing the information: you provide your consumers with a reason to return again and again to your site if the information is changing and current.