Welch, whose books glorified their skills and boosted the reputations of Chrysler and General Electric, D'Alessandro penned Brand Warfare: 10 Rules for Building the Killer Brand (McGraw-Hill).

FORBES: Stand-Up Brand

Daryl Magana, chief executive of Bidcom, says his company creates a separate website for every building project for clients including the city of San Francisco, The Gap and General Electric.

ECONOMIST: Construction and the Internet