Pen and paper: remember the more traditional means to jot down something in a memo notebook? Somthing other than digital might seem outdated, but Field Notes seems to find the color. Mike and Jeff point to Field Notes, which produces small notebooks, as an example of an ecommerce site building a brand for a more traditional company with copy, color and videos. The site, filed with video content, delivers a clear message. Brand-building campaigns should attract eyeballs, not necessarily links, through content and well-designed category landing pages.