The art of digital branding / Ian Cocoran.

What's in a name?
IP addresses
Domain names
Search engines
First impressions last
How the human brain works
Whole-brain branding
The good, the bad, and the largely indifferent
Who has the prettiest child?
Say what you mean and mean what you say
About us
Products and services
Contact us
FAQs
News and investor relations
Search engines and site maps
It's a small world after all
The hypothetical Pie Co.
Brand positioning
Segmentation
Okay, you built it; that doesn't mean they're coming
Online clubs and memberships
The online community
Playing games
Offline/online vouchers
Competitions
Other stuff
Functionality now and for the future
Java, Flash, and techie stuff
Functionality
The luxury brand debate
Online shopping
The winds of change
Conclusions
It's all in the best possible taste
Corporate philanthropy and the Web
Charity begins at home
The giving mall
The Web's contribution
The emotionally intelligent Web site
What is emotional intelligence?
EI and the branded Web site
The Web site emotional intelligence model
The emotional impact of a branded Web site
The evolution of a branded Web site
Epilogue
Glossary
Index.