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The Archives
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08.02.08Quick Thought: The Shrinking Advantage of BrandsFrom the Harvard Business Review: "Brands are perhaps the most intuitive example of cheap interaction’s atomizing hand. Yesterday, they were a potent source of advantage. Today, the game has changed: investing in traditional brands is yielding fast diminishing returns, and leading more and more players directly into value destruction. That’s why it’s not just revolutionaries like Google, but also mass-market giants like Nike and P&G, who are rethinking orthodox branding. "In fact, when interaction is cheap, the very economic rationale for orthodox brands actually begins to implode: information about expected costs and benefits doesn’t have to be compressed into logos, slogans, ad-spots ...
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