“…the Internet can address today’s communications challenges only if its role in the brand-building process and its place in the organization are reimagined and reshaped. Too often, companies perceive the Internet simply as another channel. That view positions the Net as a minor player in the media mix — a direct-marketing vehicle for some, an ancillary brand-communications venue for others, analogous to the painted VW Beetles some companies deploy as traveling billboards.”

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