Somehow when crossing the border between real life and the web, companies and there employees often lose their personality. Trying to cut down on costs and time doesn’t help. While the web was created as a way of communication between people, today it sometimes seems like the web is facing a war fought by machines and tools.

But it’s the people who you interact with, who will make or break your brand. Your own people and your customers. It is people who connect, people who speak for or against you – and it is peoplewho decide to buy or not to buy your products.