The Internet is the first major new communication medium to be introduced since television and businesses ignore it at their peril. If the Internet is going to take its place alongside the other major media it will be because it exploits a powerful new attribute - interactivity. The Internet will make traditional forms of branding , such as conventional advertising, redundant. In order to succeed in branding on the net, the message to customers must be interactive. Al and Laura Ries examine this dilemma and explain how their other revolutionary principles can help your company to build a brand on the net. Like the 22 Immutable Laws of Marketing and the 22 Immutable Laws of Branding , this title contains practical advice and marketing savvy. The authors use anecdotes from their own consulting business with top companies to illustrate how Internet branding really works. Al Ries and his daughter and partner Laura divulge the revolutionary strategies needed to successfully build your company, product or service into a profitable brand using the internet.