Brands, the web and brand strategy

There is no reason why consumers should not identify as closely with an online brand as with an off- line one.

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...

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