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Part - III

'We Are Very Big, You Are Very Small'

In the old days, status- and symbol-driven corporations conveyed their powers; they offered a limited-access, 9-to-5, Monday-through-Friday format, while appearing formal, boring and, at times, unaffordable. However, in cyber-domination, a corporation provides interactive, 24/7, user-friendly service that focuses on being extremely economical and efficient.
This can be achieved very economically in cyberspace, by constantly emulating a corporate presence in a viral formation.

Corporations, under the new rules, are developing sophisticated Web presence and working on global portalization of the entire corporation. In this major shift, there is a serious decline of the traditional collateral material that corporations produced under the old rules of corporate identities: intricate brochures, thick catalogs and colorful annual reports. Rather, all imaging and information is being transferred to user-friendly, sophisticated Web sites - where information changes in an instant and services are available at bullet speed.

'The World Is Our Customer - Really?'

Corporations practicing the old corporate identity rules were absolutely convinced that the entire globe was their potential target audience. In every instance, these corporations used general broadcast and shotgun methods to relay their messages, including skyscrapers, billboards and bulky brochures, all addressing the "global occupant."

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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.