eCommerce Times: On the Web, Branding Is Back

Honda became an online branding convert after a little web add-on to a TV campaign took on a life of its own, spawning an owner photo site and driving some very different types of site visitors - the loyal owner and the Honda evangelist. Now media buys are starting off on the web first, with many of the campaigns exploiting rich media creative, and fewer using clickthrough as a measure of success.