A Brand Is A Brand Is A Brand

The author, an account manager with an ad agency, describes some fundamental truths about internet companies, and draws the conclusion that branding dot.com products is not so different from branding off-line products/services.

A Brand is a Brand is a Brand

How traditional branding rules apply to dot.com companies

Roger Chiocchi The Lord Group

It was one of those rare ‘Eureka’-like moments, when everything that had seemed so confusing just seconds before, finally became crystal clear. We were in the middle of a new business credentials presentation to yet another dot.com. The marketing director, an imperious type, casually dropped the question.

‘Just how much dot.com experience does your agency have?’

I answered confidently. ‘Well, we’ve done several projects which have garnered real positive results.’

He looked at me with a condescending smirk....

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