Brand Direct

Ayear ago, dot-coms were beating down the doors of hip advertising agencies looking for the magic of “branding,” which they associated with wacky TV commercials, like my own shop’s work for Kozmo.com.

Today, these clients are leaving their agencies at the same gallop, sputtering, “We’re just going to buy numbers.” At least nine times out of 10, this is a mistake. Without a brand, a business has no future. There is no time but the present to build a brand.

To survive, dot-coms must know this: Branding isn’t a new logo or an expensive TV campaign.