Use of the Web can enhance a company's ability to reach its employees, customers, and other extended partners. This report, based on a survey and interviews with executives in 60 major firms, focuses on customers—examining the challenges of moving brands and the branding process to a new channel.

Topics covered:

• From Experimentation to Strategy: An Historical Overview
• Aligning the Organization and Its Brands
• Choosing the Right Tactics, Online and Off
• Measuring Progress, Enabling Success

Special features:

• Key Findings
• Executive Summary
• Survey Participant Profile
• Sponsors, Participants, and Speakers
• Key Questions for Re(Assessing) Your Online Branding