Rich internet applications that build brands

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      <subfield code="a">Compared with HTML, rich Internet applications (RIAs) offer greater interactivity, improved user experiences, and better differentiation. But most firms miss out on the brand-building potential of RIAs. To help companies that struggle with this problem, we uncovered examples of RIAs that provide topnotch user experiences and complement key brand attributes. Firms looking to differentiate their brands through online functionality should start with a clear understanding of user goals, maintain a relentless focus on brand attributes, enlist expert help, and test designs for compliance with brand positioning before going live</subfield>
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