NONE: Re: ONLINE-ADS>> 3rd Party Content Branding
Re: ONLINE-ADS>> 3rd Party Content Branding
Tom Daly (tomdaly_at_is.ups.com)
Thu, 16 Oct 1997 08:20:32 -0400
"(a) Should the original content owner allow the 3rd party to brand the
content their own, i.e. enabling them to benefit from the media sales
value, paying a licence fee to the content owner?"
In essence Option A amounts to a private label model which in my opinion
offers little, if any value to the end user, 3rd party, or content
owner. First (of several) analogies: if Shoe Store "A" was really,
really good at making shoes, that's the business they'd pursue. Whether
or not customers understand the concept of "core competency", they act
as if they do. Hence the fact that few (if any) private lable brands
are category leaders.
"(b) should there be a co-branded front end on the 3rd party site
linking into the original content site with a sales commission?"
Continuing the analogy: I go to Shoe Store "A" to by Nike, Rebok, or
other "valuable" brands. Only in rare cases (and I'm being generous)
would I go to buy Shoe Store "A" branded shoes.
The trick is to make it patently clear to the user (and the 3rd party)
the value of making your client's info available. If the rationale is
sound and relevant, the value accrues to everybody. Beating the analogy
into submission: Store "A" is THE place to visit because they have all
the best brands. Few people would make a decision to visit Shoe Store
"A" based on the availability of private label shoes.
In answer to your specific concern of Option B ("reduce the attraction
to the 3rd party of creating a partnership"), let me to beat the analogy
to death: nobody would say "I WON'T shop at Shoe Store "A" because they
ONLY have name brands". Furthermore, the owners of Shoe Store "A" have
a self-serving interest in carrying and promoting name brands.
It's likely that an objective of your marketing plan is to create value
for your client's brand. If the value is there and properly positioned,
others will see it and will trip over themselves to fly your flag.
Tom Daly
Advertising Supervisor/UPS
tomdaly_at_is.ups.com
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