Winning the hearts, minds and wallet share of customers in today's hyper-competitive online marketplace is no easy feat. Companies know - and some have learnt first-hand the hard way - that it can take years to establish brand equity, and one critical flaw to damage, or even destroy it. Every touch point between online business and customer is an opportunity to create a brand advocate or brand antagonist - and there are plenty of touch points, both on and offline, along the customer....