Branding and Internet

Is it easy to build a brand on the Internet than in the real physical world? New media pioneer Bill Thompson thinks so.

“It is easy to reach a market online, whereas in the real world, you are limited by geographical factors, distribution hassles, etc,” he
says. “So, more than building a brand, I would say it is easier to reach a market online. If you can reach a market, then you certainly can build a brand.”

Thompson currently has a weekly column on the BBC WebWise site, and contributes to other online and offline media. He was also an advisor to the Labour Party on its Internet policy and helped to write ‘Communicating Britain’s Future’ in 1995.