If the site is designed with web standards in mind you can typically render a 
mobile version with minimal effort. A lot of times, depending on the site, you 
can simply provide a mobile device alternative stylesheet that essentially 
hides the more advanced stuff from the device ... but still allows fundamental 
features to work.

Anyhow heres a decent link with some further articles on mobile device web dev:
http://www.webstandards.org/buzz/mobile/

I'm not big into PDA and prefer smartphones atm so can't comment on branding 
too much. Good Luck :)

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