Internal and External Dimensions of the Brand
It’s extremely important to think Internet before making the commitment to cyberspace. However, in order to think Internet, companies must fully understand both the internal and external dimensions of a brand. And in the case of moving the brand online, or even the birth of a dot-com, the same considerations must be made. In an interview, Alan Bergstrom, president of the Brand Consultancy, clarifies the importance of understanding the internal and external dimensions and how this translates into brand opportunity (see “Branding—Internal and External Dimensions” an interview with Alan Bergstrom).
It’s extremely important to think Internet before making the commitment to cyberspace. However, in order ...
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