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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Moving Out of the Box

It’s not difficult at all to think of a handful of commercials, print ads, or radio advertisements that pinpoint thought-provoking issues and use visuals that would have shocked twentieth-century branders and consumers. Some of the out-of-the-box cyberbrands are making noise. Bluefly.com’s print advertisement is clever, with a young man wrapped in a towel (it appears as if he has just showered) and a young woman sitting on a chair in her underwear mesmerized by her laptop screen (she’s relaxed and logged onto Bluefly.com). The ad leads the consumer to believe that visiting Bluefly.com is just as satisfying as smoking a cigarette, let’s say, after being intimate with that special someone. Then, there’s the UPS commercial, ...

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