Cyberbranding: Brand Building in the Digital Economy

Lessons From the Heavy Hitters

What are the heavy hitters doing to create stronger brands and a better experience for their users, and how are they dealing with the competition? For starters, the field leaders are eliminating as many competitors as possible early on by joining forces, and in some cases, it’s with the enemy. Take Toysrus.com, for instance, which realized its strengths and weaknesses as an e-tailer during the 1999 holiday season. It didn’t take another season of misfortune to figure out that a strategic alliance with another powerful, forward-thinking business was necessary. By August 2000, Toys “” Us, Inc., announced its cobranded ...