Branding sites are long dead, long live the e-commerce.

Ian Grant

Argues that brand advertising is the wrong model for Internet business. The Internet has moved beyond advertising: transactions are where profits will be made.

Branding sites are dead, long live e-commerce

Ian Grant, The Leith Agency, argues that brand advertising is the wring model for Internet business

'He that will not apply new remedies must expect new evils.'Francis Bacon

THAT QUOTE has never been more appropriate than in today's increasingly technology-driven society. As we are constantly reminded, the speed of change is ever quickening as technology takes a firmer grip on our everyday lives. The most dynamic example of this is the World Wide Web, or the Internet.

The Internet is fast becoming theessential behavioural tool for navigating through our...

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