FACT: Every single time a visitor comes to your website a brand interaction occurs. Whether their website visit results in a brand building or brand eroding opportunity depends on your visitors' experience on your site.

For companies to dismiss the web as a direct response medium alone, or a glorified electronic brochure, and not understand the larger brand impact of these collective visits, is a huge mistake.

Why?

Because to customers and prospects, all brand interactions are not equal - and yet
they all have a long-term impact on brand perception. Certain interactions are weighted more heavily than others. A quick glimpse at a poorly executed print ad can be quickly dismissed and the brand impact is not large from that single exposure. However, an unsuccessful visit to your website is interactive and intentional on the visitor's part, and thus can have a stronger negative branding impact. Imagine the result of ten thousand unsuccessful website visits per week on a brand over just a few months.

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