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HBS blogger Umair Haque blows SuFu's spot

yerfdog

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http://discussionleader.hbsp.com/haq..._of_bra_1.html

The Shrinking Advantage of Brands

Posted by Umair Haque on February 15, 2008 11:23 AM
Quick - what's the top brand in the world? Coca-Cola? Nope. IBM? Nope. One of GE's stable of brands? Wrong again.
All these players are near the top. But the most powerful brand in the world today is, according to the gold standard of brand valuation, Millward Brown's Brandz report, Google. ...

My favorite example is the What Are You Wearing Today thread at Superfuture, a fashion microcommunity (sorry for the unwanted attention, guys ). It's literally thousands of pages of connected consumers posing, checking each other out, and telling each other if cool brands actually make them cool - or not.
 

flashback

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???? I don't really get the connection between brand decay and... superfuture (???)
 

Fuuma

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Originally Posted by flashback
???? I don't really get the connection between brand decay and... superfuture (???)

Well I guess he's pointing out that a search engine like google effectively connects content producers and consummers, making it easier to find out about niche products and discuss specific info about them allowing consummers to make enlightened choices that are less burdened by branding from the mega-brands. Basically what that wire dude discusses in books like "The long tail". You are in this way equalizing the field, allowing smaller brands to thrive and find their clients, wherever they might be, hence having less people choosing the generic, main players and more and more people going for rarer options that really fit their specific needs. You know, market of one and all that jazz.
 

poly800rock

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Originally Posted by Fuuma
Well I guess he's pointing out that a search engine like google effectively connects content producers and consummers, making it easier to find out about niche products and discuss specific info about them allowing consummers to make enlightened choices that are less burdened by branding from the mega-brands. Basically what that wire dude discusses in books like "The long tail". You are in this way equalizing the field, allowing smaller brands to thrive and find their clients, wherever they might be, hence having less people choosing the generic, main players and more and more people going for rarer options that really fit their specific needs. You know, market of one and all that jazz.

can i get the cliff notes for this please?
 

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