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...