Top of the heap or total oblivion
A recent study of some 10,000 top business websites worldwide cites two main reasons for e-commerce failure: lack of a unique selling proposition—vital to avoid the risk of being commoditized; and, lack of a simple, unique, one-of-a-kind, globally protected brand identity—key to prevent being lost in oblivion among the millions of other websites.
To this I would add that there are several highly successful online branding tactics available to enhance a brand’s reach and visibility on the internet.
