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The Brand Version 2.0: Business-to-Business Brands in the Internet Age
The hype-drenched "new economy" is dead, but not before giving eBusiness initiatives a black eye and proving to the world that truly great brands take more than money to build. As we find ourselves back in the real economy, brand strategy that doesn't significantly integrate and consider the impact of the Internet can be as bad a mistake as dot-bombs dumping millions into Superbowl ads. More...