In many cases, they simply transfer the energy of an offline brand into digital format and let brand momentum carry forward. When Microsoft buys the advertising rights to a Rolling Stones song, they are targeting the gut and reflex level of a target demographic. However, you may have noticed that they don't play this song on their website. That's because affective is not necessarily effective on the Web.
Flash intros are among the newest means to visually brand in a text-based environment.
Some e-businesses include sound files. Others wait for developments in broadband so they can hit you with broadcast strength impressions. Well designed banners can brand, and there are many banner advertising campaigns that brand successfully, though in many cases they have not proven to be a cost-effective means of Internet positioning. A big part of branding deals with psychology, reflex, and memory. Hence the importance of sensory-driven branding.