But, she adds, making people aware of a brand is a far cry from making them prefer it. In this respect, dotcoms have a tough road ahead of them. Unlike physical products, Web services don't come with a host of clues such as size, shape and colour that tell the consumer what exactly it consists of. A brand is supposed to be the bedrock of a company, but in the Internet world, the ground keeps shifting. Such marketing might create buzz but won't get you any closer to current and future customers.
Marketers say preparation is more important than money.
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