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Summary

The Internet, like any other communication channel, can be a very successful and profitable medium if efforts are made by the organization to research and understand the wants, needs, and expectations of the end user and use this information correctly to carry out its online brand message. Branding is about relationships. It's about perceptions left in the minds of your end users once they have seen or experienced your products or services, whether first-hand or through the experiences of their friends and colleagues.

In the words of my business partner, Deirdre Breakenridge, she writes, "The Cyber Hall of Famers will be the brands that (1) harness the power of the Internet, (2) address and tackle the branding issues that exist in cyberspace, and (3) combine the proper management of technology with a keen sense of how to take a brand message to new interactive levels to fulfill a brand promise."

Have you taken the proper steps to position your products and services to be successful cyberbrands? I wish you lots of success with your cyber efforts.

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