Urban sprawl is the best way to describe the communication landscape of the 21st century.

Prior to 2006, most of Fahrenheit Studio’s branding and new media projects had niche-driven traffic fueling their outcome. Often our successes depended upon either built-in celebrity and/or vast marketing efforts.

In 2006, a number of financial companies hired FS to re-design their web programs and help them improve their brands. The companies that hired us expressed an interest in giving their online brand the kind of pizzazz that our rock and roll sites have. They wanted to differentiate themselves from the plethora of undistinctive business sites online.

What we learned is that online marketing and branding requires much more than designing an alluring site that works well. The 21st century brand designer is also charged with positioning the brand to connect with a community and keeping the relationship alive and vigorous.

21st century search-engine-centric marketing dictates that any branding effort will have to be a fairly complex, integrated effort – almost like a software application. The purpose and message has to be clear, and PR, SEO, blogging, PPC, newsletters, events, etc., all have to be woven into a delicate web and conducted like a symphony.