Cyberbranding: Brand Building in the Digital Economy

The Internet is a Powerful Piece of the Branding Campaign

The Internet, like any other communication channel, is not a total and complete branding strategy. First, think of your audiences. How do they break down on the Web? Sure, there are the audiences that spend more time on the Internet choosing online media and interaction rather than the traditional media. But there will always be audiences that split Internet time with traditional media. And let’s not forget the Internet disbelievers who don’t spend any time surfing the Web—are there any that still exist? In an interview with Eric Straus, president of Straus Media Group of Poughkeepsie, New York, the issue of offline and online branding surfaced (see the Straus Media Group mini-case study ...