Branding is back

Online branding “died” a couple of years ago, with the New Economy’s crash, but now is set to come back thanks to rich media and engaging creative ideas. On E-Commerce Times Sarah Lacy talks about brand advertising on the Internet, starting with an analysis of Honda’s recent efforts.
To evaluate the success of an online campaign (from a branding perspective) you don’t have to look at clicks, rather concentrate on pre & post campaign surveys, says analyst Gary Stein of Jupiter Research.