Building a powerful
by Claudie Clot, CEO of advancis.com
Make no mistake, brands are
as vital in cyberspace as they are in the real world. While the
concept of the brand has evolved to include new dimensions, it
nonetheless remains one of the facets of e-strategy that offers
the most potential for improving a company's performance on the
Internet as well as ensuring its long-term success.
In fact, businesses that focus
on delivering value to well-defined market segments while aggressively
building powerful e-brands will still be around when the fourth
generation of internet companies enters the marketplace. With
analysts predicting the demise of 98 percent of Internet companies
in the near future, such accomplishment will be quite remarkable.