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Brand Experience and the Web (14 Jul 2004)
As Web professionals we have a real advantage over many other people who are engaged in the Brand Experience space: we are the experts of the shiniest new toy, which also happens to have the greatest upside. Many people with more 'traditional' backgrounds, like print design or marketing or general business, do not have a comfort level with the Web. Very few people understand it. Some are even afraid of it. And while there is a lot written about the 'how to' nuts-and-bolts of building for the Web, there is precious little scholarship on the strategy of the Web, or how it can be leveraged for the greatest possible business gain.
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