Branding on the Web: A Matter of Balance

Seth Romanow

This author describes how Compaq developed and implemented a complete web site redesign and branding (and Compaq have a very large and complex web site) using Information Management (IM) methodologies in just 6 months.

Branding on the Web: A Matter of Balance

A new website design must enforce the brand while appealing to the consumer

Seth Romanow Compaq Computer Corporation

Designing, redesigning, and deploying websites is part art, part science, part emotion, and part common sense. A site operates on many levels. For many visitors, the site simply serves as a useful tool to check a shipment, evaluate product features, compare prices, or buy a product. On another level, the site expresses the brand by its design, organization, quality, and relevancy of content and corporate communications initiatives. On a third level, users respond...

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