Internet and Brand Building

The Internet as integrator – Tech News – CNET.com is the title of an article in Strategy+Business: “Brand building is an area in which the Internet could change everything. Indeed, the real transforming power of the Internet derives from its ability to serve as the central organizing platform for integrated marketing communications programs–the glue that holds disparate channels and executions together, making them a cohesive force. Turning the Internet into the medium that rationalizes a firm’s multiplicity of brand-building programs has the potential to change both perception and (the resulting) reality for the brand marketer.”