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BEST PRACTICE: Translating offline brands online

How your brand is perceived online is as important as its offline presence. Obvious though this sounds, in practice, it throws up an array of issues that are vital to address if you want your brand to translate successfully into the digital sphere.

The Internet isn't just a virtual version of the offline world. It's not enough to pop up a website and hope for the best. "During the 80s and 90s the Internet was used as an advertising medium," says Jim Rawson, senior designer at IT services company PDMS. "Companies were mainly using it to put up websites that displayed slide-shows of their products, but that wasn't what the web was designed for. It's only now that we're returning to the original purpose of the Internet, which is all about information-sharing, interaction and building communities."

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