NONE: Re: ONLINE-ADS>> End of mass market branding
Re: ONLINE-ADS>> End of mass market branding
jon schneider (brandwerks_at_yahoo.com)
Wed, 29 Jul 1998 12:44:21 -0500 (CDT)
Nathan Vincent <nathanv_at_bigfoot.com> wrote:
>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.
I have difficulty in seeing the end of mass market branding. I am in
Europe right now and have been meeting and talking to many people
about branding. They have a much more wholistic approach to branding
than in Canada and the United States. Let us look at the Virgin
Brand, Richard Branson has extened his brand into Music, Cinemas,
Beverages,Personal Banking,Airlines, Railways, Online access and also
Virgin Vie. Virgin Vie (Vie is French for Life)it is retail shop that
is very much like the body shop. Due to the mass marketing of this
brand he has been able to extend into all these areas.
>>> I agree that online will change the nature of the brand and it's
ability to provide personal communications. But this will be an
augmentation of mass market branding rather than a replacement.
Regards,
jon g. schneider
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