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At Issue } essential reading

Sub-Brands Do Battle in Land of Social Media

David Gelles
Wednesday, September 23, 2009

Every day, legions of new web sites appear, each competing for eyeballs and dollars. This presents an acute problem for companies. As consumers are presented with a vast array of online campaigns vying for their attention, businesses are grappling with the best way to target and engage them. Many are increasingly adopting an aggressive web-based strategy around sub-branding. So that rather than plaster the internet with, say, glossy blue-and-white logos, Ford, the motor company, is creating online communities for each of its vehicle lines.

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