Brands without future
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- Bozilla
Ok, while working with some big brands in my professional career, I've come to conclusion that there's really never going to be another Coke, Nike, Microsoft and so on brand/company developed in the future. All these today's big brands pretty much cemented the market and fight any possible threat to rise that would oppose them. It's interesting how they fight promising companies not through advertising only but through dirty business play. It's a monopoly in one completely new way. It's like they are all sticking together in that sense.
I guess what I'm trying to say is that a group of major companies dictate global economy and are destroying any possible progress in someone else's success, and I mean success of becoming as big as they are. Personally I think that this is very bad and that it prevents some great new ideas to emerge.
What do you think? I might be wrong though.
- ozhanlion0
keep cool.
- spongebob0
maybe we'd just not been on this planet long enough dude...
big brands will fall some day, be it the wicked lawsuits or a keen competitor.
wars change a lot of shit too.
- Nxn0
eventually something has to change,
- dstlb0
Amazon & Ebay didn't exist 10 years ago (as far as I know), now they're huge worldwide brands.
- Bozilla0
well, aside from internet though. This is a very new field and the biggest players are still undefined. The market is still underdeveloped. "Offline" brands are created 30,40, 50 years ago and more. Internet is also a different type of market. I think it's not that tangible as the market for the above mentioned brands and others.
- zedvox0
I agree Bozilla.
The corporate culture needs to be checked in.
New brands seems almost impossible to make a mark in the whole cola,sneakers,computer wars....But i think us as (designers/identity givers) and consumers are partly to be blamed for that.
the point it life has become too comfortable (esp in the US) all ineed to do is drive up to one store and get my vegetables, steaks,tampons, condoms,underwear, flowers,magazine, ciggs,tools, get my car filled up....etc etc...
the culture of actually making an effort to go different shops and choosing products is dead. we instead WANT to have coke and nike's.
- lfulano0
"A group of major companies dictating the global economy"...
It's old, but still pertinent:
http://www.theyrule.netBTW: how the hell do I make the above a link, rather than plain text?
- lfulano0
forget that last question. so easy i couldn't figure it out....
;-)
- atomica0
Spike is an example of a fairly new good brand.
IBM has made Linux a brand that's known and that too is fairly new amongst some multi-decade old corporations
As for soda, Jones is making its way into major super markets across the country, becoming a strong brand.
Kia is also another new big brand in the automotive industry, which I could imagine is a hard thing to tackle.
I totally understand what you're saying, but there's always these chances.
- 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.
- kbags0
The critical point is that EBay and Amazon FOUND new marketplaces, and that is the essence of business success.
McDonalds is faltering because of the pricing war in the fast food industry, which was the direct result of longtime follower Wendy's launch of their one-dollar menu two years ago. Since that time, it hasn't really paid to invest in the former sure bet that is the McDonald's franchise.
Entrepreneurship's greatest adversary is fear of failure, and that's why most people don't try to be the next nike. Grab your balls and your laptop and go make something happen instead of bitching about the things that don't happen because we're too busy sipping coffee and complaining about what's wrong with the world.
- raybolger20
what about TiVo? they're fairly new and most likely will be the "scotch" tape of TV recording.
- kbags0
raybolger2, read this:
http://reports.razorfish.com/fra…
Great article from 3/2001 about the future of TV.