I love these overarching research releases by Jupiter, like this: Online Branding Tactician's Guide: Optimization Becomes Critical. I don't know whether to heed the call, run and hide, or just keep trucking, because things will change...???

What the hell does this mean? How is "online branding" so different that "offline branding"?
"Online branding is an ongoing data-driven management process focused on optimization, and not merely a copy of off-line branding. Marketers that understand this quality will find the greatest return on their investment.