e-Branding: Moving Your Customer Promise To The Web
In the article it is mentioned that New Economy was all about being first to market, generating volume and creating new, revolutionary business models. Yet despite all the web sites launched, money spent, and lessons learned, many brick and mortar companies still seem uncertain about, and divided over, how to best move their brand online. The article progresses further with the features of branding on the net. There are both the good news and the bad news about the Internet business model as it relates to the brand, the good news: the opportunity to make a sale (engage a customer) is immediate and the bad news: customer expectation to deliver your brand promise is also immediate, as is the threat of defection to competitors, who are now just a few clicks away.