Does the Web Give Good Branding?

There’s seems to be an uptick in angst lately about the Net’s promise as a branding medium, at least when it comes to straight advertising.

During remarks at the Cannes Lions Advertising Festival, Mediavest USA CEO Laura Desmond expressed frustration at the paucity of branding-oriented online media vehicles, as compared with search. The Financial Times has the story, and here is the money quote:

“Google is going to have to change its business model soon. Search alone isn’t where marketing is today. It is about search and branding and putting the two together.”

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