[Posted by David Card]

follow me at davidcard

Google remains consumers' favorite online brand, with Yahoo! and Amazon
not far behind. In the minds of their fans, the top online brands
exhibit very traditional attributes such as trustworthiness,
helpfulness, and relevance, all at the expense of more-predictable
tech-friendly characteristics such as innovation and speed.

Direct-to-consumer brands in categories including media, retail,
financial services, and travel — and consumer electronics, given its
technology angle — should position themselves against competitors'
weaknesses and deliver their brand messages through site experiences
that complement offline marketing.

Forrester clients can follow these topics further in this report (behind the paywall).