Here is great article from The Wall Street Journal on building brand image in Online Media.
Today, the best way to establish your brand among big-hitter rivals is to make it remark-worthy and generate conversations free of charge. See how Red Bull took on big-ad-buying Coke and Pepsi with a product that sold at a higher price for a smaller pack size and built it to a billion-dollar brand with little advertising? The new axiom, call it Mahesh’s Law, is this: your marketing IQ is inversely proportional to your marketing budget.
There are some great points, but remember Online Media is not free. Sure the services like Facebook and Twitter are free, but it takes a lot of time and talent to make great content that is remark-worthy.
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