One respondent arranged to have her home town's name changed to aid promotion. Many cited that their workplace was 'fun'. Their success claims are backed up by rankings that show their sites measure well against larger players given their later entry. The practice of identity and branding online has not changed drastically from its offline progenitor. It continues to revolve around differentiation and trust, as it always has.
Consumers depend on both.
Technology has become an intermediary linking the CEO and the vision to the public, with fewer distractions arising internally, and vice versa. Antipodean organizations are excellent examples because there are national traditions of innovation and independence. The purity of this concept has been carried through more strongly online. Visions must be strong, but organizations must exhibit flexibility and acquire competences as technology changes increasingly more quickly. All rights reserved.