My colleague Ed Daniel sent a link from Netimperative to me, outlining the top 10 online brands in the UK by growth, as analysed by Nielsen/NetRatings. I won’t spoil all the details, but they begin with YouTube, Flickr, MySpace, American Express and Photobucket. B&Q, the DIY brand, may be the one that non-Britons do not recognize. (It does not stand for Bush and Quayle. Though that is not far off what it does stand for.)
   As I look through some of them, I am reminded that American Express aside, they appear to follow the steps that I outlined in my online branding paper. American Express may be worth a case study, especially its encouragement of people to use its web site, which, at my last visit, was dead boring. But it has been active in associates’ programmes such as TradeDoubler, which, I imagine, must bring people into its fold.
   Perhaps it is the exception that proves the rules—it has never been the smartest looking or the most widespread of cards. Graphically, American Express is all over the place. Yet I carry two of them. Posted by Jack Yan, 08:36  permalink

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