From Bricks to Clicks: 5 Steps to Creating a Durable Online Brand

Industry experts agree that one of the biggest issues facing brick-and-mortar companies in the New Economy is the need to transfer offline brand credibility onto the Internet. Yet, as Walmart and many other brick-and-mortar brands have discovered, extending their brand out into the unfamiliar reaches of cyberspace is a tricky business, at best, involving new technologies and revolutionary new branding strategies. Written by two of the world’s most sought-after experts on Web brand development, From Bricks to Clicks arms managers and executives at established brick-and-mortar brands with a proven five-step approach to successful online branding. With the help of case studies and interviews, the authors acquaint readers with the full range of important issues surrounding Web branding and get them up to speed on the latest technologies for creating greater brand differentiation online. Then, step-by-step, they walk them through the process of transplanting their company’s brand recognition into the digital marketplace for business success online.

Serge Timacheff is a consultant with The Garrigan Lyman Group, a brand marketing communications/creative services firm that assists companies seeking to build or expand brands on the Internet. A former senior editor at InfoWorld, Timacheff has written hundreds of technology-based articles. He has also appeared on CNBC and other broadcast networks.

Douglas Rand is the founder of Brandside Corporation, an image and identity brand constancy company that specializes in extending brand identity onto the Web. A former managing director of Addison Whitney and award-winning news director, Rand's image and identity clients have included General Motors, 3M, Microsoft, General Electric, and other multinational corporations.