The question is what and how. It is a business question. What does a web audience want with corn flakes?
With communities it can often be the case that they will not want to be a brand at all - it is nobody else's business.
Many of the biggest web brands are simply proof of he old adage that the medium is the message.
And how much does it cost to create a web brand?
The web after all is always about niche niche and more niche...be accurate
