The Web Offers Involvement Branding
An informative article on the Internet's ability to serve both as a direct medium as well as a brand building medium. Also discussed, is an approach called "Involvement Branding" which claims to be all about creating a deep and lasting level of involvement between consumer and marketer on many levels. Both advertainment and weblogs would fall into this category. Well worth the read if you are interested in online marketing.
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