MULTIPLE PERSONALITY SITES
Because there are no borders on the Internet, there’s little you can do to ensure that your German audience visits only your German web site and your American audience visits only your U.S. web site. Therefore, it’s important to convey a consistent image globally, not just for branding but for usability—internally and externally.
Eli Lilly: Before and After
A year ago, Eli Lilly relied on a highly decentralized approach to web management; the branch office of each country managed its own web site, as shown in Figure 3.1. The result was inconsistent, as each office designed a unique site with little relation to its parent site. If it weren’t for the Eli Lilly logo on each web site, it would have been difficult ...
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