“Quick — hum the Intel logo. Amazing how quickly those four notes — and the company behind them — come to mind, isn’t it? Intel has spent billions of dollars making sure that you associate those notes with its corporate identity every time you hear them: on the radio, on TV… and on the Web. Surprisingly, very few companies seem to have noticed that catchy jingles and memorable theme songs are as effective in the online realm as in traditional media. An established brand is perhaps the most valuable asset a business can claim, yet when the brands that large corporations have spent billions of dollars building are extended to the Web, they mysteriously become mute.”
Link:
http://www.beatnik.com/authoring/branding.html
