As we move more and more away from the "access information superhighway" web to the semantic web - it is getting increasingly obvious that brands are not just about some Madison Avenue creation of brand value but what the consumer needs and expects from that brand.
No longer is it just important to create a vague image. The brand must have real value that in some cases can actually be measured. I like the work that Lightspeed is doing in this area and have commented on their stuff before.
Check out this presentation: at the European IAB last month.
Emarketer did a piece on their brand expectations study. What is interesting to see is that there is a growth of expectation on what they consumer will get from the brand. While discounts still trump all other attributes some of the others surprised me.
Read both reports - they should be required reading for anyone who is involved in any brand online.
Cheers
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