Cyberbranding: Brand Building in the Digital Economy

Call In the Coalition to Guide the Vision

Experts say that Internet companies are stealing the best talent. It’s referred to as the talent drought; there just are not enough “techies” to go around. Venture capital firms are looking for three things:

• The potential of a unique idea

• The value of a solid plan for launch strategy and implementation

• A management team that will bring the vision to life

The last item mentioned is a type of “coalition.” This is the trusted and empowered group that will communicate the vision and move the company well beyond its launch phase. This team is critical to the success of the vision. In Kotter’s book, traditionally, the coalition is utilized in any change effort.^[9] This group has “strong position power,” and ...