Perhaps nothing is more misunderstood in the online world than the meaning of branding. Branding is the first word that comes to mind when consumers think of your company. That word can be service, quality, safety, rebellion, fun, delicious, fast, sexy. Branding is created by effective marketing. 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 to present a unified message about the company, its products or services.
Nobody has time to study the classic principles of marketing, or the history of effective design.
Everything has to happen now, today. There apparently is no time to waste studying history. People still want to buy products and services from companies they trust and like and that they believe will be there tomorrow. Banner ads, even with flashing graphics and fabulous animation never established a brand and never will. Click throughs don't establish branding.