Chapter 5. Brand Implementation
Everyone knows that, online, our competition is just one click away. The average user's attention span is getting shorter quickly.[28] It is easy then to come to the conclusion that even though the typical user of your website may be slightly more engaged, you should make sure that the website has an impact and that the brand experience is translated to the Web correctly.
The brand will always affect how the website is handled: how it is designed, the tone of voice it uses—basically, how it conveys the brand message across the online medium. Making sure this is done correctly tends to be a competence attributed to marketing and design teams.
Even though web design and development teams don't usually work directly ...
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