Even the initial forays into brainstorming for this article were full of irony, since I must admit to hearing about Google’s new Gmail free e-mail service through Google News and following up on my curiosity by doing a few searches on their site. How readily we become accustomed to simple tools,...
Continue ReadingBuilding an aesthetically pleasing, well-designed site that provides excellent, easy to access content and even robust e-commerce functionality may no longer be enough for companies that want to fully capitalize on the power of the Web. Today, many world-class companies are trying to utilize their Web sites to create virtual communities of loyal customers,...
Continue ReadingOne of the mysteries of my childhood television experiences was the infrequent and puzzling appearance of Brand X items in what seemed to be such meticulously realistic programs. I remember watching celebrities quench their thirst with can after can of “SODA POP” or rip into a bag of “CHIPS”. Breakfast scenes were also oddly devoid of brand cereals and milk came entirely in white cardboard half gallons....
Continue ReadingThe interactive advertising industry is being driven by a number of rich media formats and technologies that promise to break through the clutter and garner the audience’s attention. These ad formats and technologies enable advertisers to enhance the user’s experience (and thus their brand) through interactivity, streaming video, animation, and sound....
Continue ReadingHave you ever had the feeling that you are just trying too hard? Looking around, have you noticed other companies and organizations successfully utilizing the Internet to build brands, attract customers, and/or promote their ideas without investing the significant amount of capital that your company has (without achieving nearly as good results)?...
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