Chapter 23. Cyberbranding—Beyond Trial and Tribulation


The best brands have stood the test of time. They are the brands, in our history, that have been nurtured, supported, and communicated effectively and have adapted over time to societal and technological changes. One hundred years from now, Coke, Pepsi, Heinz, Campbell’s, Nike, and many other well-known brands will still capture a remembered feeling or positive experience (whatever the brand means to the user). These brands are more than monikers. They have a place and a stronghold in the consumer’s mind and heart. They have climbed mountains and faced head-on challenges. And, if Yahoo!, Amazon, MSN, AOL, and eBay continue to brand with the constant speed and strategy that ...

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