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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