CEO at Econsultancy
02 November 2000 12:17pm
Short but interesting article at http://www.strategy-business.com/briefs/00315/page1.html on the brand promise and how this translates to digital channels.
One of the key points is that where offline brands have succeeded though stability, digital brands have stressed change. Building brand 'option value' and developing your promise rather than your wares is key.
There are also other useful brand articles on this site if you search the archives...
Free market research on digital marketing
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