Branding and web change or reinforcement
Additionally, to answer the first question more directly--the web is simply a new media, and a very powerful one with usually the highest ROI ratio. So, the messaging of the brand and the website should be mutually influenced, because each utilized media type influences brand in a particular way.
For example, car companies’ major budget expenditures on TV probably drives their highest promotions returns, and their websites probably don’t affect the brand much. But, in companies that don’t have large TV budgets, the web “branding” experience may be far more valuable and can and should affect the “brand” itself.
In short, the website frequently can change the branding goals in addition to supporting the branding goals.
Chen Sun, President
Labels: web and branding