Re: ONLINE-ADS>> The end of Mass Market Branding??

Nathan Vincent (nathanv_at_bigfoot.com)
Fri, 24 Jul 1998 10:07:12 -0500 (CDT)

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Brian Alpert wrote:

>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.

Brian,

After lurking on this list for several months, I couldn't pass up the
opportunity to comment on this discussion, although it is somewhat old.
I would beg to differ with Brian that "people crave the brand." On the
contrary, what they crave is the relationship which the brand artificially
extends. People try to relate to everything by establishing some form of
communication with it, even if it is only a percieved communication event. It
is quite possible to replace the brand with another relationship. I
personally
think that Leo is on the right track.

Sincerely

Nathan

--
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                         Nathan Vincent
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                    CEO of NextX Communications
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