A company I worked with, for example, had success associating its snack food with football, thus increasing the likelihood that people would choose to buy the brand when shopping for snacks to eat during televised games. Online branding can aim to move prospective customers incrementally through these steps. For instance, an initial objective might be to get them to test-drive an automobile. Unlike for low-consideration products, it's difficult to close the sale in one fell swoop. People are more concerned that the decisions they make for high-consideration products are reasoned and objective.
People go to the web for information.
So providing good information about product attributes makes sense for a car or a computer brand. You should skip the details for low-consideration products. No one cares to read about soap. These concepts are not new. They have been applied to traditional marketing for years.