ChoiceStream

While Google remains consumers’ favorite online brand, Yahoo and Amazon are not far behind, according to a new report from Forrester Research. “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,” reads the report authored by Forrester analyst David Card. According to the report, 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. Read the full article at MediaPost