NONE: Re: ONLINE-ADS>> The end of Mass Market Branding?
Re: ONLINE-ADS>> The end of Mass Market Branding?
GWIN (markm_at_gwin.net)
Tue, 07 Jul 1998 13:41:30 +0000
Kim Andersen wrote:
>>
>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.
I don't hope for a surplus, but cash flow for our company
and affiliates would be nice:-) However, yes a network can generate
more far more value in marketing, promotions, scale cost efficiencies,
technology compatibility, and the list goes on. The nice thing
about the Web & Net is that unlike traditional networks, each
affiliate does not need to lose its own brand, indeed in our network
is based on enhancing local and topical culture with individual
brand, far different than proprietary networks.
>
>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?
That would depend on:
1) How well positioned that particular vertical chain happens to
be pre-structured for the Network economy and what value the
distribution channel brings that cannot be automated.
2) How long a company or industry waits prior to conversion.
3) How much capital and skill the new alliance has in
cannibalizing the status quo.
4) How many barriers are thrown in front of the start-up
in the media, capital markets, and old world Keiretsu.
However, let's not kid ourselves, most companies will look
like Dell and Cisco as soon as they can, so distributors
beware, especially in price sensitive industries that can be
fully automated and have tech savvy buyers.
Mark Montgomery markm_at_gwin.net
Founder/CEO
Global Web Interactive Network LLC
Any message to: Sample_news_at_gwin.net
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