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The logic is kind of flawed here mate, you are suggesting that online retailers do not build brands, Off course they do, and I learned in this instance off Rudy Project not from an ASG advert, but from the CWC website and the hub. Had nothing to do with the full page adverts I've only recently started noticing, since all those ad's point to road bikes and I have no interest in road bikes.

 

I come from an IT and IPO managemnet background and worked for South Africa's largest media companies at one stage, We were shocked when we discovered more coverage of a certain product was delivered by a single low cost website in one month, than the obtainable coverage from all the printed adds in multiple formats, magazines, newspapers could give us in a year. And that at a fraction of the cost for printed media.

 

I would go so far as to say the hub has had the most profound impact on what I buy.

 

I don't know enough about brand building so don't read too much into my statement. If it's flawed ignore it