Corporate Internet Branding — Branding Your Business Online
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Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. Lumber, of Pete's DuperRooter, was looking forward to a nice, hot, decidedly Atkins-disapproved pizza — the stuff of which dreams are made.The week before, Pete was doing a bathroom remodel at Bob's historical Chicago bungalow. The house had only one bathroom, so Pete had to complete the project as fast as possible. Due to a series of unfortunate events, some of which involved a repeated, forceful application of a rather large hammer, Pete stayed much longer than he initially anticipated. To bungalow owner Bob's delight, Pete completed the remodel the same day.
Bob decided to take Pete out to dinner to show his appreciation. Bob knew that Pete liked pizza, so he took him to the MostDeliciousPizzaEmporium across the street. The restaurant was small, unassuming, and had the charming aura of a hole-in-the-wall. And it had the best pizza that Pete has ever tasted. Just the memory of that pizza he shared with Bob made Pete's stomach growl. The crust was browned just right. The sauce had the perfect balance of tomato sauce and spices. And the toppings....there were over 20 toppings to chose from.
It's no wonder that this week, Pete was looking forward to having pizza delivered from MostDeliciousPizzaEmporium. By the time Pete got home and was ready to pick up the phone, he could almost taste it. But, (these stories never seem to end well, do they?) he realized that he didn't have the pizza place's phone number. Pete didn't remember the name of the place either - the sign above the door had been tiny and hard to read.
Even if Pete had been paying attention, he would have had a hard time figuring out what the name was, since most vowels fell off the neon sign sometime around the Roosevelt administration (Teddy, in case you were wondering). It gets worse. As he and Bob were leaving, Pete had asked Kate, the hostess, for a take-out menu. She apologized profusely and said that they ran out four months ago and nobody bothered to reorder new ones.
Next: The phone book... >>
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