At the heart of every successful branding effort is effective communication, and the Internet offers a sturdy, relatively low-cost platform for sharing your company's core competencies and goals. Nobody knows this better than Sun Microsystems the Silicon Valley giant has built up a strong online presence dedicated to the company's commitment to corporate social and environmental responsibility. We spoke to Susan Space, Sun's Director of Branding and Advertising, about transparency, changing consumer expectations, and the art of branding on the web.