Article: Branding On The Web Is Like Mining For Fools Gold!
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Branding On The Web Is Like Mining For Fools Gold!
I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with ""internet"" or ""web"" or ""digital!"" You can't have a conversation today for more than five minutes without some marketing type throwing in a line about brand building!
Branding doesn't work with the net's warp speed - look at some of the leading online brand builders, including a certain big three TV network here in the states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.
We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells the value of their goods or services! Forget the esoteric, very expensive br...
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