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Branding in the Networked Economy
Author(s) -
Moon Michael
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00254.x
Subject(s) - cyberspace , function (biology) , destinations , business , tourism , computer science , world wide web , the internet , political science , law , biology , evolutionary biology
IN OUR INCREASINGLY digital world, Michael Moon uses metaphors to explore how Web sites can be powerful venues for branding. As “deep gravity wells,” they are bright, compelling cyberspace destinations around which stakeholders can take orbit. As “theater,” sites function as a stage and offer performances that keep audiences coming back. In both instances, Moon presents guidelines for the structure and content of sites, with comments on such topics as the personalizing of information, online vending, and the creation of digital communities.