Is the site designed to bring people back to purchase, explore, gain information or contribute? Does it build a sense of “belonging?” nominate a site that does a great job RETENTION Can we see that defending and supporting the brand in the digital environment has allowed the brand to build relationships with the market in ways that offline can not? And in ways that support integrated branding? --> Are there cross-media drivers pushing traffic to the web? --> Are there cross-media drivers pushing traffic to a store? A magazine? --> Can some brand activity be measured? --> Has the market been approached in a coherent way? Do we see multiple compelling ways to engage the brand? --> Do these confirm our original consideration of Focus?