Brands at their core must stay consistent, lest the consumer become confused. But brands, especially today, must have depth and breadth in order to maintain relevancy in our lives. Just as people have a core being, a primary “brand” that everyone acknowledges, as complex creatures people also have facets which they show or hide (minimize) depending on the audiences they are participating with at any given time. Just as a chameleon blends into its sourroundings, but is always still a chameleon.

So surely this should influence the way we go about presenting brands online. I’m sure there’d be some statistics out there that say that people spend an average of 1.17 (or some such) minutes viewing any given website, but I think if we structured content, as you say, in worthwhile digestible chunks, we have a greater chance of controlling the average time spent statistics, and therefore building stronger connections with customers.

But whichever way you fry it, the time factor indeed dictates a different approach, in exactly the same way copy-writers would attack a magazine print ad and a billboard differently.

(also, thanks for the plug.)