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Web branding is more than skin deep (04 Jul 2005)
The Web is a wonderful place for brands that can deliver genuine value. Google is a global brand today, not because of its multi-colored logo, but because it helps people quickly find things they need.

The Web challenges the brand to do something useful. The brand can’t hide behind clever, gimmicky marketing. It has to stand up and deliver. Quality, usefulness, value, convenience—these are the attributes consumers demand of web brands.
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