Derrick Daye, managing partner, The Blake Project and John Simonson, Webstream Dynamics and Five-Star Store Reviews, discuss the fact that many retailer websites are managed by their suppliers or by a buying group, delivering beneficial leads to the retailers but often at the cost of permitting the retailers to build their brand in their local market. Simonson suggests a possible solution is the launching a second website. Daye offers suggestions as to what to include on this second website and on social media to assist in building one’s brand, focusing on how the dealer’s brand can best co-exist with a supplier’s or buying group’s brand.