Brands, the Web and Brand Strategy
Chris Cleaver, Brandsmiths, argues that the principles of good branding transcend online or offline distinctions
Does being an online success automatically make you a brand? Is there a difference between online and offline brands and branding? Is the relationship consumers are having with their online brands going to affect their attitude towards traditional brands? E-commerce exhilaration, flotation fever, financing fervour is the bubble really going to burst, or is that the bitter chant of those that have not dared to take the plunge?
As a branding agency, we have been working towards...