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150 words on web branding

Business Superbrands eCouncil - December 2000

The inspiring thing about the web has always been that anyone, really anyone, can set up a web-based venture. And it can cost next to nothing. My first web site took me a week. So I can see your (very well funded) idea, copy it at little expense, and make a profit more quickly than you can...

All things being equal, the technology will be functional, I'll get the product I ordered, at the same cost wherever I buy it.

The difference will be in how convenient it was, how quick, intuitive, simple it was. How my problems were dealt with, or how it was shown they would have been. Then deliver. Suddenly I'm having a positive relationship with your brand. Make me associate this positive experience with something that is visually unique. In a crowded, instantly-updated, ephemeral world, you have a strong brand. You win.

Felix Velarde

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Plain English
New England
Success
Evolution
Targeting
Web Branding
Underwired*
Felix's home page
Head-Space