IT Performance ... And Your Company's Brand
Companies that do see a linkage between branding and IT performance go well beyond bumper-sticker slogans about customer intimacy or the customer experience. They recognize that in many cases, IT systems are the brand—not only to customers, but also to employees, business partners, and other stakeholders. Such companies don't treat branding's IT implications as an afterthought, says Bruce Rogow. On the contrary, they consider IT an integral part of the brand, and look upon customer intimacy as a byproduct of a strong IT/brand relationship.
Bruce Rogow January 2006