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)
Tue, 7 Jul 1998 13:31:10 +0100
Mark Montgomery wrote this very thought-provoking response to my latest
contribution:
>Barriers are being built but they might better be described as
>havens that protect not only those on the inside but those
>who are not yet "in" that will spend themselves into bankruptcy
>quickly without similar scale protection. Therefore these havens
>ultimately protect the consumer who has a nasty case history
>of not being willing or able to protect themselves in the mid to
>long term.
>
>Independence is a description that must also be redefined
>within the reality of "united", or "network", if to be used in
>conjunction with survival online, unless we want a single
>entity surviving in each industry, or worse, " a few surviving
>super-conglomerates that own several industries each.
>My book online in the Convergence Zone points to three
>distinct possibilities, depending on individual's collectively
>act, or don't: http://gwin.net/future.htm
I think your "haven" metaphor is very significant - though I'm not sure
that "havens" will generate the kind of consumer surplus, we could hope for.
But in the long run the organization of web markets will depend on the
power balance in the vertical value chain systems. Can brand manufacturers
and retail chains replicate their present distribution agreements on the
web? Or will new, industry-crossing alliances succeed?
Sincerely
Kim Andersen
Project Manager
WhiteHouse Advertising & Interactive
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