NONE: Re: ONLINE-ADS>> The end of Mass Market Branding??
Re: ONLINE-ADS>> The end of Mass Market Branding??
Brian Alpert (balpert_at_telogy.com)
Mon, 06 Jul 1998 13:17:11 -0400
Well, without disagreeing in total with Leo, I would say that despite these
amazing advancements, no, the end of the brand is not in sight (or maybe, in
site - ba-dum-pum - sorry!).
That is because humans need, and in fact crave the 'brand.' Granted, there
always have been a certain percentage that intellectualizes past the brand
to make decisions on hard data such as quality and price. And I would agree
that we are moving toward greater refinement of the ability to act this way.
But people help define their very selves based upon the external stimulii
that they attach-to, and surround themselves with. People want and NEED the
successful brands, even down to the most simple items.
I don't know how the web will alter this landscape, and I agree that it
certainly will. But people will continue to flock to brands because
deep-down they want them -- it's a human way of DIFFERENTIATING - something
we spend so much time discussing in our industry.
Maybe even go out on a limb a bit and suppose that given the mind-boggling
ability to search for price and select from a vast morass of suppliers and
brands, people will cling even more stubbornly to the familiar,
best-perceived brands, making the branding concept MORE, not less viable.
--Brian Alpert
Manager Internet Marketing
Telogy Networks, Inc.
<http://www.telogy.com>
<http://embeddedsoftware.com>
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