The Internet has changed all the business rules you live by—especially the rules for branding your products, services, and organization. Cyberbranding doesn’t merely show you how the rules have changed: it presents a complete framework for branding that works now—and for years to come. Drawing on her extensive experience as a marketing consultant—and on interviews with many of the world’s leading Internet branding executives—Deirdre Breakenridge answers these and other crucial questions:

• How do you move your brand online without compromising the values it already holds in the ""real"" world?
• How can you re-engineer an existing brand in the wake of the Internet revolution?
• How can you create a new brand that leverages the full power of the Web?

The Internet. It isn’t easy money. It isn’t an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.

The Internet has changed all the business rules you live by—especially the rules for branding your products, services, and organization. Cyberbranding doesn’t merely show you how the rules have changed: it presents a complete framework for branding that works now—and for years to come. Drawing on her extensive experience as a marketing consultant—and on interviews with many of the world’s leading Internet branding executives—Deirdre Breakenridge answers these and other crucial questions:

• How do you move your brand online without compromising the values it already holds in the "real" world?
• How can you re-engineer an existing brand in the wake of the Internet revolution?
• How can you create a new brand that leverages the full power of the Web?

The Internet. It isn’t easy money. It isn’t an excuse to forget the fundamentals. But for marketers willing to work hard, and work intelligently, it is the brand-building opportunity of a lifetime.