Customer Experience Meets Online Marketing at Brand Central Station:

A brand is something that lives apart from what the company plans, because it is the culmination of all of the interactions that all the people in a marketplace have with the firm…. Your website also paints a picture of whether your firm is open and generous with information, or reticent and secretive. It shows how willing you are to inform, how hard you are willing to work to educate, and how freehanded you are with information about your abilities and goals. But a much more subtle message than all of these is how well your website actually works.

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