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Brands that establish themselves as trusted online suppliers wil have an advantage as cellphones, PDAs, and interactive TVs all come online.
Much of the marketing thinking appropriate to the online world is the same as that which applied to its traditional equivalent. Some, however, is not. The important thing is to know the differences. Thankfully, the first phase of e-Branding ("All we need is a great name! No really guys!") has passed. Things have moved on, and the resulting business environment is one in which e-Brands are part of the fabric of commerce - part of the future competitive advantage and profitable growth of virtually all enterprises.
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