Cyberbranding: Brand Building in the Digital Economy

Communicating to Suit the New-Economy Lifestyle

Reaching the customer is the number one priority. Even the most Internet-savvy individual does not lead an existence chained to a desk viewing a computer screen or strapped to a wireless device. A Worldcom advertisement that appeared in the September 11, 2000, issue of Business Week states, “The siren’s song of the Internet gets more alluring everyday. And as a member of the chorus, we’re not about to tell you the Internet isn’t a tool your business needs. It’s just not the only tool your business needs.”^[1] Although this quote comes from a different context (more from a technological perspective than a marketing one), it’s thought-provoking and draws attention to the reality that many communication ...