To get their attention, customers expect you to inform, entertain, and involve them. The Nike Swoosh or corporate branding is different than internet branding, but I think there is some sort of middle or overlap where the swoosh or other corp. These major brands are not ready for open dialogue. Because they do not have a strategy in place for the freedom of opinion that the web enables. The days when only positive news is distributed from the brand marketing department are over.
People are more skeptical.
Concepts like that of Hypernix, ThirdVoice and Zadu will force the showing of a complete brand picture. With all the talk about branding, it's hard not to think about the concept. Obviously, it's all of those things. Your web site makes up your brand, from the design to the functionality to the experience of interacting with your company. Sean tells you how improved functionality can give you better results.