With the advent of social media, some are inclined to think that we entered a new era in which clients do all the work: talk about the brand, create fantastic content, promote products and even buy more of them because they are so passionate about it.

Since its inception, the web has primarily been used by companies for advertising purposes. In the past year, things have changed. Advertising as a whole is facing a true identity crisis.

Why is it that brands take so much time to embrace the online experience? We have been wondering about that for a while and feel that, somehow, the current economic crisis may actually help brands take notice of this tool and finally embrace it fully.

Online advertising doesn’t sell. It takes people their time so they can experience the creativity of a campaign instead of bringing them immediate value. And that’s the problem: the relationship with an ad and the brand behind it usually starts with the wrong foot.

Beneteau (est. 1884) is definitely one of the most cutting edge and successful sailboat and powerboat manufacturers around today (it is also the largest). The company recently launched BYC, the Beneteau Yacht Club.

This site has managed to bring a true luxury shopping experience to the internet. Since its inception, the focus has been on creating a special online environment for its customers

Men finally have their very own online universe with the launch of studiohomme. Officially launched on February 19th, 2009 this bilingual (English-French) e-commerce site targets the stylish man