The Rebooting Show A confusing time for mass brands
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Aug 5, 2024 Ana Andjelic, a veteran brand executive and writer focused on the Sociology of Business, dives deep into the shifting landscape of brand marketing. She tackles the internet's impact on brand competition, emphasizing how traditional advertising has shifted to performance marketing. Ana also discusses the complexities of direct-to-consumer strategies, the importance of storytelling in maintaining brand identity, and how creating real-world experiences can drive genuine demand. She highlights the rise of niche markets, stressing the need for brands to adapt in a rapidly evolving ecosystem.
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Nike's Decline Is Product-Driven
- Nike's decline is due to a shift away from core product and innovation, not just marketing or organizational issues.
- Moving from deep niche focus to broad DTC and performance marketing diluted its brand identity.
Limits of Performance Marketing
- Performance marketing harvests existing demand but does not build lasting brand demand.
- Brands built solely on performance marketing lack durability when acquisition costs rise.
Internet Commoditizes Brands
- Internet commerce commoditizes brands by collapsing demand creation and harvesting.
- Price, convenience, and supply chain speed increasingly dictate consumer purchases online.