ImmerseMe

This afternoon I was having coffee with my son at one of those bookstore Starbucks locations.  I picked up a copy of Jonathan Salem Baskin's new book - Branding Only Works on Cattle.  I hardly ever recommend books about the internet, because they are usually outdated before the ink hits the page.  This book is more about marketing to online people than specific web apps.  So it is still relevant.

Baskin has some good points about the way that online search has changed the way people function offline.  Search engines have added an interesting factor to the concept of branding, because the algorithms are brand neutral. While a strong brand for your organization is key, don't stop there. Strategies exist to establish your online identity and help create customer evangelists who hopefully (if your brand matches your DNA) reinforce your message. The best way is simply focus on providing quality products and services and training your happy customers to say nice things about you.