Panel discussing this topic was excellent although the question is basically unanswerable and can be argued to infinity. Great dialogue, smart participants, and engaging ideas. Basic wrap-up was that brand is the promise and customer experience is the delivery on the promise. Image and awareness are old-school measures. Customer experience is the new brand.
Immediacy is key.
Users input and shape online brands directly. Advertising in the wrong context is advertising. I really enjoyed this presentation. Key takeaways were that corporate objectives must be addressed in the context of customer needs and that the web is more direct marketing than branding. Conversation becomes more customer focused and it helps senior managers understand the customer experience perspective.