Perhaps nothing is more misunderstood online than the meaning of branding. Branding in the pre-Internet world required the integration of advertising, customer service, sales promotion, public relations, direct mail, newsletters, frequency discounts, event sponsorship, word of mouth and other communications tactics.
Nobody has time to study the classic principles of marketing, or the history of public relations.
Everything has to happen now, today. There is no time to study history. The technology is new, but the factors that convince people to buy a product have not changed. People still want to buy products and services from companies they trust and like. People still want to know those companies will be there for them tomorrow, and beyond.