NONE: Re: ONLINE-ADS>> The end of Mass Market Branding?
Re: ONLINE-ADS>> The end of Mass Market Branding?
Kim Andersen (kim_at_whitehouse.dk)
Mon, 6 Jul 1998 14:25:43 +0100
Leo Sheiner had a very interesting piece in ONLINE-ADS>> 7/3/98, Issue
#100, Volume 3, where he discusses the conditions for market transactions
on the web.
At first sight, one might think that the web would be the first
technological leap towards organizing transactions in a perfect market. And
certainly the application of intelligent agents will speed up the decision
process and pave the way for transparency when delivering access to large
bases of comparable offers.
Nevertheless, my interpretation of the emerging trade structure tells me,
that the market development on the web is going to follow the predictable
path of the I/0-paradigm. The irony being that the independent network
philosophy of the web is ultimately going to be secondary to inefficient
market structures, where parallel networks/communities strive to build
barriers against each other in the search for above-normal profits.
Since imperfect competition is the precondition for almost any branding
activity, I don't think that mass market branding will cease to exist since
every large-scale community will attract a very broad audience. Remember
Porter's generic strategies? He makes a distinction between differentation
and focus strategies and I think that this destinction is worth remembering
when discussing branding on the web.
Sincerely
Kim Andersen
Project Manager
WhiteHouse Advertising & Interactive
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