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Deep Branding On The Internet
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Category : Business » Internet Marketing
based marketing strategy firm, discredit the recent hype that... organization's name adds little brand value unless Internet marketing strategy is built
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Content Summary :
In this no-nonsense look at branding on the Internet, the authors, cofounders of a RhodeIsland-based marketing strategy firm, discredit the recent hype that the Internet is anextraordinary brand building tool, and instead argue that the tried and true principles ofbuilding brick-and-mortar brands apply on the Internet. Beginning in the first chapter,where they caution readers that “the Internet is a tactic, not a strategy in itself,” to theirfinal reminder that “you can’t just deepen you brand by developing a new Internet site,”the authors reinforce the important, but often ignored fact that “dot.com” affixed to anorganization’s name adds little brand value unless Internet marketing strategy is builtupon and backed by solid brand strategy.
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