Brand survival in the fluid world

The Internet has radically reshuffled the cards dealt out in the world of brands. Nowadays, brands from the pre-online era have to fend for themselves on the net among those which are co-creating the www environment. Are the chances of Coca-Cola or Dove equal to those of Google? It turns out that a brand’s success in the fluid online world is not as dependent on its starting position as on the ability to tell one’s own story.