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The Web is so overloaded with clutter and information brand becomes an important differentiator What is the role of brand on the Web Its huge The wonderful thing about the Web is that anybody can create a website The terrible thing about the Web is that anybody can have a website and does The Web is so overloaded with clutter and information brand becomes an important differentiator Who do you trust Why go there What do they deliver not just the first time but the second third fourth time The Web has so much to choose from that in order to use it productively you only want to visit the sites that keep their promises Thats what a brand is A brand is a promise to the user that gets kept consistently The companies that perform in ways that respect your time intelligence and the limits of your technology are sites youre going to want to see again History of ANIMOSITY Business people probably dont appreciate being told that they should learn to think like designers Lets be honest theres been a history of animosity Business people look at a designer as somebody just interested in doing pretty things And the designer looks at the businessperson as a barbarian willing to sacrifice quality to win at the bottom line But in the New Economy the capacity to talk to each other and see each other as necessary collaborators is more important than ever What do successful entrepreneurs and business people in the New Economy do They reconfigure reality They reimagine the space in which their company is going to compete They redesign their organizational operation They reconceive a metaphor for their business In fact they operate in a land thats often pretty intangible Venture capitalists and incubator companies are constantly trying to foresee what doesnt exist They look for openings where there are opportunities Now how
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