Brands without future
Out of context: Reply #10
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- iDp0
Its our job as designers/marketers to either keep big brands on top or to push smaller brands into the limelight.
eBay and Amazon are the first of their kind so you can't really say that they have made their way to the top through competition. Sure Amazon had retail store competition but they are the first to resell books online, hence the first to open a 'store' in the digital marketplace.
As far as brands go there are a lot of brands making leadway on large companies. Gateway is on their way down, Alienware is coming up along with a few other smaller niche computer builders. AMD is doing a really good job against Intel. As far as more of your consumer goods there are TONS of sneaker companys knocking on the Nike, Adidas and Reebok marketshare.
It may feel like the big brands are really still huge but our age bracket (20 - 33 or so) by nature don't trust big name brands. McDonalds is sinking quickly, even though I love getting a quarter pounder at the 24 hour McD when I'm coming home drunk. The fast casuals are the new thing in the restaurant industry: Baja Fresh, Quiznos, Corner Bakery, Chipotle (owned by McD corp.), and a big one is Panera Bread co.
The big brands have a lot of reason to worry. Which is why they spend so much on advertising and Brand development. It is their goal to make you THINK that they are the best and that they will never fall.
But fall they will at the hands of crafty marketing and better than average visual communicators. Fact is, small companies can change direction much faster than large ones. Stealing marketshare at every corner.