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Building brands on the web
On the Web, brands are built differently than in traditional media - it is less about how a brand looks and more about how it works. Google is a major brand, of that there is no doubt. Established brands with age-perfected identity such as Nike and Coke were left lagging in a recent Interbrand survey that concluded that Google is the brand that has had the most significant impact on people's lives. But Google's brand identity was founded in territory unfamiliar to many marketing experts. Marketers and advertisers have been conditioned over the years to think in snappy, intense bursts. The focus is about creating that impressive catchphrase or compelling image - and reinforcing that image quickly and repetitively. A 30 second TV adv