So, you are a large enterprise and you have a brand into which you have poured large amounts of resources and effort in order to create a recognisable and memorable and consistent brand experience. And then along comes the Digital Strategists like me talking of interface, on-brand digital interactions brand experience strategies and the like. But to you that is all gobbledygook – the internet is very simple you say– it is no different to out of home, tv, radio etc. It is a broadcast channel and therefore what is good for tv is good for Internet (with a little repurposing of course). Voila! Job done. Knock off early and down the pub for a pie and a pint! That’s the most revolutionary interactive invention in the history of mankind sorted then. Easy this digital stuff – what’s all the fuss about you ask?