Quick note on the ClickZ article last week about CPG companies ramping up online spend. Branding is tremendously important in this category, which includes many of the largest advertising spenders on the planet (P&G, Unilever, etc.). Companies like these are increasingly realizing that their customers are consuming a greater and greater share of their media online, so if they want to protect their brands they need have their ad budgets track that shift in behavior. The alternative is to risk losing share to new brands or – particularly as wallets tighten through the recession – private label products. Research indicates that such share losses can be permanent, so continued investment is critical even in “this economy”. Glad to see them staying sharp.