Realizing that you will have an economically practical multimedia platform that evens the marketing playing field, you must consider what direction to go carefully. If you merely transfer your traditional print advertising and direct marketing mailings to the web, you will in back of be still left. Marketing is focused on creating a brand personality that pertains to an interested audience of either business-to-consumer or business-to-business prospects.

Prospects-search-out brands that help them construct and maintain their own self-image or at least an image that they aspire to, an image that they are comfortable communicating to others. The purchase, for example, of a Macintosh computer says as much about who bought it, as it can about that person’s processing requirements. Ouwersloot & Tudorica, ‘Brand Personality Propositions’.

Accepting the need to build a brand personality that legitimate prospects can relate to, might perfectly mean rethinking exactly who you are as a company and precisely what you are providing on both a mental, socio-cultural, and emotional level. And if you think this only applies to consumer-product companies, you are mistaken.

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Every company from industrial widget suppliers to packed goods manufacturers must specify their …