Brand Champions of Tomorrow: What E-Brands Need: A Fan Base

Brian Toomes

The author discusses the failure of many Internet brands, and suggests how they might be more successful in the future.

Brand Champions of Tomorrow

What E-Brands Need: A Fan Base

Brian Toomes

Maybe the business world was simply expecting too much from the Internet.

We were all supposed to be rejoicing that a few points and clicks on a computer screen had replaced the inconvenience of leaving the house and shopping at a store. We were warned of the brick-and-mortar Armageddon; the Internet Revolution was upon us.

Of course, E-Commerce Takeover has yet to materialize in the consumer marketplace. As dot-corn companies dropped like dominoes, it became a game to predict which would fall next. Some people began to wonder...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands