You can probably use it for blog or a news site. I can envision net chunks as being news items.
Brand building sometimes means taking something that appears to have little value and building it into something recognizable and memorable. No one knew what a Google was in 1997 or what a Twitter or FaceBook was up until a few years ago.
"It's inexcusable for scientists to torture animals; let them make their experiments on journalists and politicians." -Henrik Ibsen