Art & Commerce: All the Same

The best way to brand a dot-com? Like an offline company
It was an epiphany. Everything that was confusing just seconds before finally became crystal clear.
During a new-business presentation to yet another dot-com, the marketing director casually asked: “Just how much dot-com experience does your agency have?”
I answered confidently: “We’ve done several projects that have garnered positive results.”
That wasn’t enough.
My gut reaction was to blurt back: “Well, just how much dot-com experience do you have?”
That’s when I formulated what I now refer to as “the eternal marketing truths of the dot-com universe.”
Truth No.