Now Fatbrain, because great minds think a lot. Fatbrain used to be Computer Literacy, a good descriptor but a lousy brand name. And if you want to succeed in online retailing, you better create a strong brand.
Brands are the richest currency on the Internet.
Without one you re lost. A great brandname can take a lackluster line of products and make it hot. First, don t think descriptor. I m skeptical of CDNow. When they bought Music Blvd.