Art & Commerce: High Noon

It’s time to determine what drives brand loyalty online
The clock is striking 12 for e-commerce. Like the classic Western, when the dust settles few e-tailers will be standing tall.
Only companies that understand changing marketplace values will prosper. Like traditional brand managers, e-brand managers must continually probe the dimensions of customer and brand values to chart shifts, map desires and act quickly.
Traditional skills, insights and techniques do not transfer directly to the Internet. To build a brand online, a company must have an accurate read on consumers’ changing values in relation to the Internet.