Rational Branding: Online strategies for Consumer Goods

Describes and illustrates how consumer control over the Internet demands a Rational Branding strategy, to provide value and relevance and thus motivate consumers to interact.

Rational Branding: Online Strategies For Consumer Goods

Communicating with the consumer to build the brand and drive appropriate action

Patrick Keane andMarc Johnson, Jupiter Communications.

Consumers have control over what they do, where they go, and what...