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Part - II

To play the game, one must clearly figure out the secret powers of e-commerce and the role of new technologies in contrast to traditional print and old-fashioned, mass-advertising driven models. New rules for building global corporate images demand serious re-evaluation. It is all about being discovered with speed and efficiency or sluggishly lost in oblivion.

Secret Powers of Cyber Domination

The new phenomenon of cyber-branding is driving today's corporate identities. It is mainly focused on how to dominate the corporate accessibility and showcase the colorful image of a corporation, all via cyber-media.

For this reason, corporations like Yahoo, Amazon, eTrade, eBay and millions of others worldwide do not conjure up the images of overpowering logos on skyscrapers, specific colors, irrelevant and forgetful taglines or repetitive advertising campaigns. Rather they are almost invisible in the traditional corporate identity sense.

These emerging cyber-giants are quietly working and residing in our laptops and personal digital assistants (PDAs), snug and warm in our pockets. Who knows if these little icons come out in the middle of the night when we are fast asleep and clean our dishes too? This is how corporate accessibility and images will be built in the cyber-economies of the globe - because it is fast, user-friendly and extremely cheap.

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* Contributed by -
Naseem Javed, author of Naming for Power and Domain Wars, is recognized as a world authority on Global Name Identities and Domain Issues. He introduced The Laws of Corporate Naming in the 80's and also founded ABC Namebank, a consultancy established in New York and Toronto, a quarter century ago.