Be consistent over time. The key is that the message must be consistent. The interactivity of the Internet allows customers to experience the brand in unique ways. Establish feedback systems. Feedback is faster.
Opportunities present themselves to firms to built their brands in unexpected ways.
Invest and be patient. Both online and offline require significant long-term investment. See table 5-5 on page 195. But consider special case of American Airlines Vs. See discussion in Point-Counterpoint on page 94.