On the Web, Branding Is Back

"Like most auto makers, Honda Motor is a big buyer of online advertising. It's continually hawking low prices and special offers in banners and click-through ads on popular auto sites such as Edmunds.com. But last year, it witnessed the power of online branding. To augment a TV campaign that showed Honda owners who look like their cars, visitors to Honda.com were invited to post photos of themselves and their automobile doppelgangers. It was so popular that Honda (HMC ) produced a separate Web commercial featuring the submissions."