YOU WOULD LIKE to give your customers the 'experience' of your brand - but it all sounds so ... abstract. It's not. Brand, like good user experience, is the ineffable stuff that requires the rigour of a planned strategy - a roadmap, if you will, for your web business initiative. The most common mistake companies make in deploying their websites is underestimating the importance of a clearly defined web strategy. In our estimation, the relevance of web architecture is inexorably tied to strategic planning. It allows you to anticipate and accommodate the inevitable changes and growth of your web business. The STRATEGY MATRIX 1 2