Brand web sites seem to be cleaving neatly into two types. Some are Islands, and some are Hubs.
The Islands are isolated destinations, picturesque and pristine. They are untouched by time, in that they change infrequently. The few visitors who journey there find the public spaces beautiful, though there is the foreboding sense that an unseen dictator has silenced the voice of the people in the interests of creating a rigorously consistent, if artificial, experience.
Welcome to Grill 23 Island…
“De plane! De plane…”
Hubs are as close to the beaten path as possible, bustling and diverse, rich and complex. They change moment-by-moment, pulling people and thier stories from far off lands into a community where all are welcome. The many visitors who journey here find more substance if less sizzle than is available in more contrived places, and the messy din of democracy wafts just below the multi-cultural tones hovering in the air.
Welcome to Hub Kogi…
There may very well be businesses who are better off as Islands than as Hubs on the web, though I haven’t seen one.
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