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…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 or column-inches …
instead, consumers can debate and discuss expected costs and benefits in incredibly rich detail.
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The Shrinking Advantage of Brands - Umair Haque
Thought I’d re-link to this truly seminal piece from 2/2008 for the folks at the UCLA social media marketing class I got to speak to last night. This article really gets at the massive, massive implications of the Net on marketing. It’s totally inside-out.
Thanks to the fabulous Beverly Macy and Karl Kasca for inviting me, it was a blast. Slides coming soon…
