First published for Liverpool Chamber of Commerce Magazine
The Internet enables incredibly fast and unparalleled access to an enormous amount of information and provides both a sense of connectivity and community feel that can empower web consumers to embrace or destroy a brand with a single click.
As evidenced in many modern branding models, when choice in the marketplace increases, buyers have a tendency to show preference for familiar brands and in doing so, saving them research time and moreover, limiting their exposure to consumer risk. The Internet has, without question, increased the amount of choices for business-to-business buyers.
So when one of the World