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From chaos to constellation: Creating better brand alignment on the Web

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Eliot Phillips, Partner, Lippincott Mercer


GE has more than 45 public Web sites-and that's just in the US. Metropolitan Life, more than 35. ExxonMobil has 15 or more. It's a common phenomenon-these are companies with complex, global Web presences that include many brands, audiences, purposes, and




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