recommendations, and videos that explain the design and features of bags. The site features a “Laptop Bag Finder” that uses filtering technology so customers can enter their laptop model and/or its dimensions; the search function lists only those bags that will fit their laptop. Almost all of this information can be shared, Digg’d, or commented on. eBags unleashes the power of social media to deliver their “perfect bag” expertise to a broad audience.

eBags has demonstrated it understands the difference between using new technical capabilities for simple brand expression and for more valuable brand delivery. Of course the company has a Twitter account and a Facebook page. But it shows that Web 2.0 is not just a way to facilitate communication about its brand—it’s a way to actually deliver the brand.

Image created by Monica Sebial

Nike also uses new technologies to deliver increased value to customers. The Nike brand is about providing innovation and inspiration to every athlete, amateur and professional. Nike+ integrates an in-shoe sensor device with nikeplus. com allowing runners to track their progress, compare their performance with that of others, and participate in forums. Nike+ makes it possible for runners to set up virtual challenges with other participants and to personalize their homepage to illustrate their mood, route, and the weather. From hardware design to software capabilities, and from user interface to social networking integration, the entire Nike+ operating platform brings the value of Nike’s